Agency: Spring Studios
Role: Creative Director
Brought in at the concept development stage of Estée Lauder’s Modern Muse fragrance campaign, the focus was on shaping the creative direction around their new muse, renowned ballerina and cultural icon Misty Copeland. The work centered on developing the campaign concept and visual direction, exploring how to best capture Misty’s grace, power, and inspirational story.
The campaign came to life through a short film, print, and social content—built around the theme “What inspires you?” and the hashtag #BeAnInspiration. Featuring Misty teaching young ballerinas and inspiring the next generation, with photography and direction by Pamela Hanson.
CAMPAIGN CONCEPT DEVELOPMENT • CREATIVE DIRECTION • BRAND FILM & DIGITAL CONTENT
