1 Hotel Mayfair -
SH Hotels & Resorts
The 1 Hotel Mayfair brand photoshoot was produced on location in Mayfair, London. Ahead of the shoot, I partnered cross-functionally with both property and corporate teams to ensure a seamless end-to-end production process. During a week on set, I played a key role in executing the creative direction, ensuring alignment with the brand’s visual standards.
In post-production, I oversaw selects, edits, and budget management, delivering a suite of high-quality assets. The final content was deployed across web banners, email marketing, social media reels, paid media, and brand book materials—strengthening brand consistency and amplifying presence across multiple marketing verticals.
Produced in collaboration with 1 Hotels, Mikkel Vang and Kara Packouz
team leadership · brand strategy · account direction · art direction · campaign management · project management
1 Hotel Hanalei Bay -
SH Hotels & Resorts
For a similarly scoped initiative, I led a large-scale brand shoot at 1 Hotel Hanalei Bay in Kaua‘i, driving the creative vision from concept through execution. I oversaw talent curation, pre-production planning, and cross-functional stakeholder management, ensuring every detail aligned with the brand’s refreshed strategic direction.
On set, I provided hands-on leadership to uphold the visual narrative, meet key performance objectives, and deliver a seamless client experience. The resulting content was deployed across web hero placements, email marketing, social media reels, press materials, and additional brand touchpoints—playing a key role in redefining the brand’s visual identity and positioning.
team leadership · brand strategy · account direction · art direction · campaign management · project management
1 Hotels Brand Refresh
As Account Director for 1 Hotels, I spearheaded the brand refresh, guiding the team to complete the difficult task of crafting a distinctive point of view in a crowded hospitality market. We identified opportunities to break through the sea of sameness, refining the brand voice, visual identity, and overall creative direction. This included the development of refreshed brand guidelines and social media guidelines, which continue to serve as the foundation for the brand’s active presence and creative strategy.
1 Hotels
Retail Revamp
For the 1 Hotels Retail Revamp, I led the digital transformation in close partnership with the client, internal art team, and external web partners to deliver a refreshed, high-impact website experience. I supported on-set production to ensure all visual assets aligned seamlessly with the brand vision, while also developing the content strategy for the accompanying social media launch.
In parallel, I sourced and collaborated with a web partner to redesign and rebuild the brand’s Shopify platform, integrating updated imagery and video to create a cohesive, elevated online retail experience that strengthened brand storytelling and performance across digital touchpoints.
team leadership · brand strategy · account direction · campaign management
