GoodNews ™️ Coffee Thermos Campaign
Art Directed, casted, and produced the campaign for the launch of GoodNews Coffee’s signature thermos in Paris. Developed the creative concept to reflect the brand’s playful spirit and everyday Parisian energy. Led all aspects of production — from assembling a diverse cast to overseeing styling, set design, and final image delivery — ensuring the visuals embodied GoodNews’ commitment to community and sustainable European urban coffee culture.
Pet Care Brand Campaign: AD, Casting & Production *Pre-Launch*
Art directed, casted, and produced a playful yet editorial campaign for an upcoming pet care brand, shot in Paris. Cast real pets and their owners from the local community, styling each with pieces from their own wardrobes to maintain a sense of intimacy and authenticity. Remotely managed production logistics, from securing the studio to negotiating with vendors. Hired the photographer through the MERDE Agency network and closely coordinated with the brand owner to align creative and strategic goals. A personal, joy-driven campaign grounded in storytelling and connection.
Latashá x ACE Hotel Palm Springs Residency Social Campaign: AD & Production
Art directed and produced Latasha’s social media campaign capturing vibrant video and images throughout Ace Hotel and the surrounding Palm Springs desert. The visuals blend the hotel’s unique vibe with the expansive desert backdrop, creating an immersive narrative that highlights Latasha’s dynamic presence during her January 2025 residency. The campaign was featured on both Latasha’s and Ace Hotel’s social feeds to engage and inspire diverse audiences.three videos to encapsulate Latasha’s ACE Hotel residency.
Filmed by Diego Antorveza & Edited by Jordan Russel, Styled & Art Directed by Molly Apple
Estelle Wiele Fall/Winter 24/25 Campaign
Led the creative direction and full-scale production of a fashion campaign for Estelle Wiele in Paris. Oversaw casting, and location scouting, crafting a visual narrative that fused the brand’s dark romanticism with a distinctly city-girl edge. Collaborated closely with the designer to ensure each look was framed with intention, casting talent (including the designer) that embodied the spirit of brand.
Bon Bon Whims x Danielle & Alix Collab // KIKI World x Colby Makeup Campaigns
I produced the Bon Bon Whims x Dani & Alix collaboration campaign, sponsored by KIKI World Beauty. The campaign showcased the stylist's capsule jewelry collection juxtaposed to the Cheek and Eye Sparkle co-creation between KIKI World x Colby Makeup. With both collaborations meeting for the ultimate creative energy burst, we crafted two campaigns that were bold, fun, and full of personality. From concept to execution, I worked closely with the creative team to ensure the campaigns captured the essence of both brands and creatives —injecting a bit of cheeky charm while emphasizing KIKI World's innovative beauty approach, and the celebrity stylists and makeup artists' bubbly personalities. 
Ellie Thumann Social Campaign
I styled and creative produced a social media campaign for Ellie Thumann wearing FWRD, BVLGARI, Veronica Beard, Paloma Maira, vintage Versace and Oscar de la Renta shot at Le Petit Pali Hotel. The visuals blend old Hollywood glamour with a modern, cottagecore sensibility. I love playing with highs and lows—pairing refined silhouettes with glittering tones, and warm, elegant textures—to create imagery that feels both nostalgic and polished.” 
The Artist
As Art Director for E&R by Molly Apple, I shaped the brand’s visual narrative, crafting a sophisticated yet intimate aesthetic that reflects its deep connection to the coastal lifestyle—designed by women who live it. I developed in-depth moodboards to establish the creative direction, guiding everything from casting, location scouting, photography, styling, to web and social composition. Through a balance of vibrance and effortless energy, I ensured that every visual element aligned seamlessly with E&R’s refined approach to loungewear.Electric & Rose Art Direction
Claire Florence Fine Jewelry
I cast the ideal models for jewelry e-commerce and lifestyle shoots, ensuring the talent aligned seamlessly with the brand’s luxury aesthetic and visual goals. From soft beauty to effortless elegance, the model brought a natural energy that highlighted the pieces while maintaining a sense of authenticity and aspirational style—elevating the campaign across both product-focused and lifestyle-driven moments.
AMIRI Art Direction and Production
For AMIRI’s Spring 2022 campaign, I led art direction and production, crafting a visual narrative that infused the brand’s menswear with a fresh, dynamic perspective. Prioritizing a female gaze in a traditionally male-dominated space, I hired a female photographer to bring a nuanced, expressive approach to the collection. Shot in Palm Springs, the campaign focused on bright textures and tropical motifs, capturing the effortless luxury and sun-soaked energy at the heart of AMIRI’s vision.
Supported the production and execution of the AMIRI x Wes Lang campaign, working closely across pre-production and on-set logistics. Responsibilities included casting coordination, location research and scouting, and facilitating the creative development of visual direction through moodboards and reference decks. Contributed to a seamless shoot day by managing communications, anticipating production needs, and maintaining momentum from concept to wrap.AMIRI Image Coordination
Jennifer Behr Brand Storytelling
As Brand Storyteller at Jennifer Behr, I shaped the brand’s visual and narrative identity, ensuring a seamless flow between e-commerce, editorial, and social media. By curating motifs and aesthetic themes, I crafted a cohesive storytelling framework that elevated the brand’s luxury craftsmanship and romantic sensibility. My role involved weaving together imagery, tone, and messaging to create a distinctive and immersive brand experience across all platforms.
AMI Alexandre Mattiussi Campaign Image Assistant
As Image Assistant to the Art Director for AMI’s 2020-2021 campaigns in Paris, I played a key role in supporting the visual execution of the brand’s creative vision. Working closely with the art direction team, I assisted in concept development, moodboarding, and on-set coordination to ensure a seamless production. From refining compositions to overseeing styling details, I contributed to crafting a campaign that embodies AMI’s signature blend of Parisian sophistication and contemporary edge.PRIVATE CLIENT PROJECTS
I have had the privilege of working on several private, personal projects that have been integral to my creative development. These projects are unique to my process, and I’d be happy to share them with you upon inquiry. Please feel free to reach out if you'd like to explore the work behind the scenes.