Creative
Direction
&  Brand Strategy
For Fashion & Beauty

Makoshi is a premium brand built for the contemporary woman. Through comprehensive market research grounded in customer emotion and behavioral forecasting, I developed a long-term brand strategy and visual identity designed for lasting purpose and impact.

Opus Emiliano is a luxury brand Amsterdam based, Inspired by Roman myth and built on a business model of limited-edition pieces, small batches, and premium craftsmanship. I led the digital content strategy across all channels, from storytelling foundations (The Muses & The Oracle Strategies)  to creative direction for video and editorial photography, alongside UGC guidelines for influencers and press presence.

Mario Hernandez is a luxury brand rooted in the essence of Latin American luxury: a heritage built on craftsmanship, dreams, and identity. MH is the brand that shaped me the most. The following projects hold a truly special place in my heart, not only because they remind me of the incredible people who made them possible, from my talented team to our agencies and partners, but also because Mario Hernández was one of the first brands to believe in my creative vision.

These campaigns showcase my full creative direction expertise: leading high-end editorial productions from concept ideation to art and photography direction, on-set supervision, and post-production: transforming narrative into powerful visual storytelling. All of this content was translated across every brand touchpoint, from social media, web, and magazines to large-scale OOH, events, and even the in-store showrooms, ensuring a cohesive and immersive brand experience.

This is a reconstruction of the Magnesa D'Ettorre family tree, built from their archive of jewelry passed down from generation to generation, emboding the concept of “legame”:
the ties that bind.

This project is full of nostalgia, yes, but also of renewal. Immersing yourself in family memories is an exercise I'd recommend to anyone.

In this case, we found love letters hidden among worn photos,
negatives, archives, and souvenirs as fragments of the story.

As a creative director, my work is about the art of translating the abstract into the concrete, or in reverse, 
taking the concrete and building abstract, narrative universes 
from it.

Umami was definitely a challenge. It is not something commonly present in the social imaginary; it remains an idea that is difficult to describe, yet fascinating to study. This creative proposal, rather than being directly associated with taste or with sensorial marketing strategies, as many brands have done by using food to trigger desire, explores how an image can evoke a sense of yummyness that appeals to a visceral sensation. 

Trend Alert is the capstone project from my internship on Garnier Haircolor's Global Campaign & Content team.
The main objective was to develop a trend forecast across cultural movements and consumer behavior to identify the hero shade set to trend for the 2025-2 season, and to propose a compelling social media campaign with strong viral potential.

A deeply personal process: Rabby, an Afro music artist, arriving in the US and stepping into his identity as a global artist, rooted in African heritage, shaped by a powerful personal history. The result is a visual language that translates those codes into a cohesive system, built to carry his launch and define his identity moving forward.