As Creative Director for the account, the client and I worked closely in collaboration to bring the European content strategy to life, translating the global Lifewear ethos into an everyday narrative. My creative focus was a strategic blend: maintaining the clean Japanese styling silhouettes and product truths while ensuring every piece was social-first and performance-driven. We achieved this by injecting subtle, unhinged fun through transitions and hooks, proving that brand purpose and daily content can work together seamlessly.

Internally, I led operational changes by making key process improvements across the creative workflow. This included refining pre-production by establishing conscious art direction choices, revamping call sheets, and advising on location-specific styling. In post-production, I established standards for levelling up colour grading and the final presentation of assets.

The opportunity to bring this iconic brand to life on social through fun and purposeful stories with the creative department was a privilege.

Role: Creative Director