| Art Direction & Photography
This shoot for The Anndore House was designed as a full-spectrum expression of the hotel’s personality. Spanning lifestyle, food and beverage, in-room experience, and ambient moments, my goal was to capture the property not as a static destination, but as a lived-in downtown ecosystem. My role was to concept and oversee the creative direction, building a visual system that could flex from quiet, personal room rituals to vibrant, communal energy in the lobby.
I led the art direction and shot planning, ensuring each vignette contributed to a cohesive story: mornings unfolding in soft, editorial calm; evenings transitioning into warm, cinematic social scenes; and tactile aesthetic details intrinsic to the property's identity; vinyl playback and cocktail pours. Grounding the brand in authenticity.
Casting and styling were approached with a focus on natural chemistry and cultural relevance, reflecting a modern, design-conscious guest. On set, I directed composition, lighting tone, and pacing, balancing polished hospitality aesthetics with an unforced, almost documentary feel.
This catalogue of images was built as a modular content engine, designed for ongoing use across digital, social, and campaign executions.
| Social Media Content & Management
Collaborated with internal teams and content creators to plan and execute quarterly social media calendars across multiple accounts.
Developed platform-specific strategies that translated core identities into engaging and visually exciting content. Ensured consistency in tone, colour systems, and composition across all social channels.
Oversaw and crafted over 10 new pieces of content each month. Maintaining brand guidelines and unique content strategy for each.
