Beauty By Imagination (BBI)
ART DIRECTOR
BBI SIZZLE REEL
Goal: Create a high-impact sizzle reel that communicated BBI's brand momentum, product innovation, and market position to key stakeholders and industry audiences.
What I made: A fully designed and animated sizzle reel, developed from storyboard through final production, built to work across board presentations and a live industry debut.
How I approached it: Worked directly with BBI's C-suite to shape the story arc and sequence the narrative before a single frame was designed. The reel was built to land in two very different environments — an intimate board room and the main stage at Premiere Orlando, the industry's leading beauty trade show — so every creative decision had to hold up at both scales.
Results: The reel became a key stakeholder asset shared at the board level and debuted at Premiere Orlando, reinforcing confidence in the brand portfolio and building direct interest in new product launches.
My Role: Led storyboarding, narrative development, design, and animation from concept through final delivery.
EMAIL + LIFECYCLE CREATIVE
Goal: Standardize and elevate email creative across multiple hair brands to improve consistency, production speed, and click-through performance.
What I made: A streamlined email design system with tightened hierarchy and standardized core modules, applied across existing and new brand lines.
How I approached it: Identified inconsistencies across the existing email ecosystem and rebuilt the foundation with modular, conversion-ready layouts. Elevated the visual quality while making the system easier and faster to produce at scale.
Results: Faster production across campaigns, more consistent customer experience across brand touchpoints, and improved click-through behavior to site and product pages.
My Role: Led all email design, system development, and visual execution across the full brand portfolio.
