Skills:
Journelle is a female-driven, multi-line lingerie destination with curated collections from a stunning lineup of many different, diverse lingerie designers. The name, taken from the French word "journellement," meaning daily, is a nod to the belief that wearing lingerie that fits your definition of strength AND beauty, is absolutely a necessary luxury, and an empowering part of every woman’s routine.
ELLE Jewelry
- Art Direction
- Creative Concepting
- Photoshoot Direction
- Pre-Production
- Visual Development
- Product Curation
- Pre-Production
- Visual Development
- Product Curation
- Art Direction
- Creative Concepting
- Photoshoot Direction
This project strengthened my ability to art direct through the lens of an established global brand. I learned to look beyond the jewelry itself and consider the larger world surrounding the ELLE woman, from what she wears and how she moves to the places she might be going. It pushed me to think more editorially, finding ways to make each image feel fashion-forward and aspirational while still keeping the product as the focus. It reinforced how styling, composition, movement, and subtle brand cues can work together to create imagery that feels unmistakably connected to a brand without feeling overly branded.
ELLE already carries such a recognizable point of view, so the challenge was translating that identity into jewelry without letting the fashion overpower the product. Styling needed to feel current and aspirational while still giving every piece its moment. Working within those boundaries pushed the direction toward thoughtful crops, strong silhouettes, subtle movement, and details that made each image feel editorial rather than traditionally commercial.
For ELLE Jewelry, the direction centered around a woman who feels effortlessly connected to fashion, culture, and the city around her. Tailored silhouettes, confident styling, and editorial compositions brought that world to life while keeping the jewelry at the center. Pops of ELLE’s signature red added a bold, recognizable thread throughout the imagery, creating a collection that felt modern, elevated, and distinctly ELLE. Every frame was designed to capture that effortless city energy, polished enough for the pages of a magazine but natural enough to feel like a moment caught.
I developed the creative direction from initial concept through shoot execution, including moodboards, shot planning, wardrobe direction, styling references, and on-set oversight. Each setup was considered through an editorial lens, from tightly cropped jewelry moments to more styled OOTD and getting-ready shots. The goal was to create imagery that could feel at home within a fashion magazine while remaining versatile enough to work across the brand.
The Pulse of Chic.
For ELLE Jewelry, the direction centered around a woman who feels effortlessly connected to fashion, culture, and the city around her. Tailored silhouettes, confident styling, and editorial compositions brought that world to life while keeping the jewelry at the center. Pops of ELLE’s signature red added a bold, recognizable thread throughout the imagery, creating a collection that felt modern, elevated, and distinctly ELLE. Every frame was designed to capture that effortless city energy, polished enough for the pages of a magazine but natural enough to feel like a moment caught.
The Pulse of Chic.
Polished with an editorial edge, the ELLE tabletop direction paired refined jewelry with styling that felt modern, feminine, and distinctly fashion-forward. Explore the full direction for prop selection, compositions, textures, lighting, and the details that brought the story together.
Tabletop Direction
View PDF Here
Inspired by the energy and sophistication of the city, the ELLE on-model direction balanced elevated fashion with moments that felt candid and lived-in. The full art direction explores styling, model poses, framing, movement, and the references behind the campaign’s editorial point of view.
On Model Direction
View PDF Here
Journelle is a female-driven, multi-line lingerie destination with curated collections from a stunning lineup of many, is absolutely a necessary luxury, and an empowering part of every woman’s routine.
Tabletop Direction
View PDF Here
Journelle is a female-driven, multi-line lingerie destination with curated collections from a stunning lineup of many, is absolutely a necessary luxury, and an empowering part of every woman’s routine.
On Model Direction
View PDF Here
This shoot pushed me to think about tabletop as more than product photography and instead as another form of editorial storytelling. I learned how much personality can come through in the objects surrounding a product and how those details can help establish who the customer is without ever showing her. It also strengthened my approach to prop styling, composition, and creating visual hierarchy within smaller setups. Most importantly, it reinforced how a strong brand world can carry across completely different types of photography while still feeling cohesive.
Every object needed to feel intentional, fashionable, and connected to the ELLE world while still giving the product room to stand out. It became an exercise in restraint, finding the right balance between a styled editorial image and a clean product shot. Each prop also had to add something to the story, whether it hinted at fashion, beauty, or the everyday routine of the ELLE woman. Keeping those details elevated but still natural helped the final imagery feel aspirational without becoming overly staged.
The tabletop direction brought the world of the ELLE woman into the details of her everyday life. Jewelry was styled alongside fashion, magazines, accessories, and personal objects to create compositions that felt collected rather than staged. Clean layouts, editorial crops, metallic finishes, and moments of ELLE red kept the imagery polished and distinctly connected to the brand. The result felt like a glimpse into her world, where even the smallest details are considered.
I developed the tabletop direction from concept through execution, including moodboards, prop direction, composition, color, and shot planning. Each setup was approached like a small editorial story, pairing jewelry with objects that helped build the larger lifestyle around the ELLE woman. On set, I worked closely with the photography team to balance styling and composition while making sure the jewelry remained the hero of every image.
Style, Within Reach.
The tabletop direction brought the world of the ELLE woman into the details of her everyday life. Jewelry was styled alongside fashion, magazines, accessories, and personal objects to create compositions that felt collected rather than staged. Clean layouts, editorial crops, metallic finishes, and moments of ELLE red kept the imagery polished and distinctly connected to the brand. The result felt like a glimpse into her world, where even the smallest details are considered.
