Skills:
Ethos is a contemporary men's jewelry brand structured in craftsmanship, individuality, and modern design. Every collection is thoughtfully created to balance bold materials with refined details, resulting in pieces that feel timeless rather than trend-driven. Designed to become part of a daily uniform, Ethos jewelry celebrates confidence, quality, and the quiet strength found in thoughtful design.
Ethos 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 pushed me to expand my understanding of the men’s jewelry market and approach the category with a fresh perspective. Coming in with limited experience in men’s jewelry, I leaned heavily on research, industry insights, and collaboration with my teammates to better understand the customer, the competitive landscape, and the visual language that resonates within the space. I learned the importance of balancing familiarity with innovation—creating imagery that feels recognizable and aligned with what customers are naturally drawn to, while still introducing a fresh point of view that keeps the brand inspiring and evolving. This experience strengthened my ability to adapt to new categories, ask the right questions, and create work that not only reflects a product, but builds a deeper connection between the brand and its audience.
Stepping into this project meant building a visual language from the ground up. Without established brand guidelines, the challenge was to uncover the story already embedded within the jewelry itself. Through conversations with the designers and gathering a deeper understanding of their creative process, I worked to translate their vision into imagery that would resonate with the customer. The goal was not simply to showcase the jewelry, but to understand who was wearing it, what it represented, and how it fit into the broader jewelry landscape.
Modern men's jewelry is less about making a statement and more about wearing one. Bold silhouettes, textured metals, and refined finishes come together to create pieces that feel confident without demanding attention. Inspired by contemporary architecture and everyday sophistication, this collection balances strength with simplicity—designed for the moments that don't need an introduction.
The vision was to create jewelry imagery that felt lived-in, elevated, and undeniably personal. I approached this shoot with the goal of making the jewelry feel like a natural extension of the person wearing it—not a prop, but part of their everyday style. Through concept development, wardrobe direction, shot planning, and on-set creative oversight, I worked to create imagery that balanced boldness with restraint. Tight compositions, clean styling, and subtle moments of personality allowed the collection to take center stage while giving the campaign a refined, modern point of view.
Made to be Worn.
The vision was to create jewelry imagery that felt lived-in, elevated, and undeniably personal. I approached this shoot with the goal of making the jewelry feel like a natural extension of the person wearing it—not a prop, but part of their everyday style. Through concept development, wardrobe direction, shot planning, and on-set creative oversight, I worked to create imagery that balanced boldness with restraint. Tight compositions, clean styling, and subtle moments of personality allowed the collection to take center stage while giving the campaign a refined, modern point of view.
Made to be Worn.
Built around bold materials and a masculine point of view, the Ethos tabletop direction focused on giving each piece weight and presence. Explore the full art direction to see prop selection, composition, lighting inspiration, and styling choices that shaped the final imagery.
Tabletop Direction
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The Ethos on-model direction brought the jewelry into a world that felt confident, modern, and effortlessly sharp. Inside, explore wardrobe and styling, model direction, posing, framing, and the visual references used to build a strong but natural sense of masculinity.
On Model Direction
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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
Tabletop pushed me to approach art direction on a much more detailed and intentional scale. Small changes in lighting, placement, angle, or surface could completely transform the way a piece felt. It strengthened my understanding of product photography and showed me how much storytelling can happen within a single frame when every detail has a purpose. I also learned how valuable experimentation can be on set, especially when working with materials that respond differently to light. Having a strong direction while leaving room to discover unexpected compositions ultimately made the imagery stronger.
The challenge was finding the right balance between creating visually interesting compositions and keeping the jewelry as the clear focus, using the environment to enhance each piece rather than compete with it. With reflective metals and intricate details, even small adjustments could completely change the final image. It required constant attention to how each material interacted with the lighting and surrounding surfaces.
For the tabletop shoot, the focus shifted entirely to the jewelry and the craftsmanship behind each piece. Hard light, deep shadows, raw textures, and bold compositions created a darker visual world that gave the collection weight and presence. Every element was intentional, allowing the metals, stones, finishes, and intricate details to stand out while carrying the same strong, refined attitude of Ethos. The contrast between polished jewelry and rugged surfaces helped reinforce the balance of sophistication and edge at the center of the brand. Each image was designed to feel powerful on its own while still belonging to a larger, cohesive collection.
I worked very closely with the photography team on set to translate our ideas into the final imagery, experimenting with light, scale, texture, and positioning. The goal was to create enough variation across the collection while keeping every image connected through a distinctly Ethos point of view. I also considered how the imagery would work across seasonal campaigns, digital assets, and other brand touchpoints.
Cut from Contrast.
I worked very closely with the photography team on set to translate our ideas into the final imagery, experimenting with light, scale, texture, and positioning. The goal was to create enough variation across the collection while keeping every image connected through a distinctly Ethos point of view. I also considered how the imagery would work across seasonal campaigns, digital assets, and other brand touchpoints.
