Creative concepting and photo art direction for Michele luxury watches. This campaign served as a turning point for the brand— elevating the look and feel to showcase the premium details including genuine diamonds and gemstones, Swiss movement, and signature 7-link bracelet. Michele aims to inspire and empower women to embrace their dual roles of boldness and femininity while defining their own legacies, time after time.

I created pitch decks for the campaign concept, presented to executive leadership, art directed photography on set and brought the final vision to life— art directing the creative team on full campaign rollout including paid social, emails, web sets, and OOH takeovers in prominent NYC locations.

The Michele brand campaign drove a lift in every single metric of the campaign brand lift study, including a +7 point lift in awareness. The OOH units drove a 13% sales lift in local Bloomingdale’s doors during the campaign. Michele saw strong resonance in particular on Elle.com, exceeding Hearst benchmarks on content time spent (>2.5 minutes) & click-through rate (3.8x above average).

Role: Associate Creative Director

Creative Director: Greg Smith | Sr. Art Director: Ariel Saura-Bretschger | Lifestyle photographer: Coliena Rentmeester | Product photographer: Shelley Kautz | Wardrobe Stylist: Sarah Gore Reeves | Hair: Roberto Di Cuia | Makeup: Souhi Lee | Retoucher: Catherine Stewart | Producer: Yvonne Millea