As the Creative Director for the ABP Blooming campaign, I led the creative vision from concept to execution. The campaign aimed to encapsulate the blooming births of Black women and highlight how birth disparities can be combated with the proper resources and equity. My role involved collaborating closely with photographers, stylists, and designers to create a cohesive and impactful campaign that resonated with our audience, promoting a powerful message of growth, renewal, and the importance of equitable care for Black pregnant women.

I provided comprehensive creative direction for shoots in both Los Angeles and the Bay Area. My responsibilities included creating the creative brief, sourcing talent, selecting florists, directing photographers, hairstylists, and makeup artists, and selecting the wardrobe. I also chose the colors, overall feel, and look of the shoot, and decided on the locations. Working closely with the core team, I ensured the final output aligned with the brand’s identity and effectively communicated our mission, resulting in a cohesive and visually stunning final product.