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I led the visual storytelling and brand direction for Söfft Shoe Company, shaping how the brand was seen across every touchpoint. I art directed and styled seasonal photo shoots across five countries, collaborating closely with photographers, stylists, and models to bring the brand’s vision to life. From location scouting to on-set creative direction, I ensured every image aligned with the brand’s identity and campaign goals.
I also oversaw post-production, including retouching and image prep for multi-channel use — from digital campaigns and lookbooks to in-store signage and advertising.
Beyond photography, I designed immersive trade show environments for biannual launches in New York City and Las Vegas, working with third-party vendors to produce custom booth designs that reflected each season’s story. I also created retail point-of-purchase displays to support sell-through and brand storytelling at the store level.
All of this work was created during my time at Söfft Shoe Company, where I blended strategic marketing with hands-on creative direction to bring the brand to life.