La Mer

My Role: Creative Director, Photographer (Multiple Campaigns, 2017-2021)

I developed La Mer’s first global social creative guidelines, defining content pillars, visual language, and a scalable production approach across social and digital platforms. From this foundation, I concepted, art directed, produced, and photographed over twenty monthly evergreen photo and video shoots — leading every aspect from casting and location scouting to budgeting, crew hiring, and on-set direction.

The work was produced across multiple countries, including the US, Mexico, Switzerland, Italy, and China, and extended to key campaigns for holiday, bridal, spa services, and global retail activations. Together, these projects formed a long-term content ecosystem designed to evolve while maintaining a cohesive visual identity.