Martha Stewart Collection Summary:
I spent nine seasons working on the Martha Stewart collection for Macy's. Through the years, we created compelling ads while highlighting her hands-on approach to every product.

The Problem:
Martha had just been released from prison when I started on this project. The challenge was to recreate a persona that women would want to reinvite into their homes after some questionable finance activity.

The Solution:
We needed Martha to be approachable again. We decided to show America just how involved Martha is in the process of creating each of her products. We wanted to literally capture her as a very active team member and decision-maker when it came to how these products came to life and that she wasn’t simply sitting in some ivory tower far from the creative process.

My Contributions:
Art Director (both on and off set), liaison between Martha’s team and the Macy’s team, set designer (worked with a set design team after my sketches were approved by Martha), pitched ideas to both my internal CD, Martha herself, and the internal MSC team, helped merchandise products within each collection to tell a cohesive story, worked with producers to ensure we were shoot-ready and every detail was accounted for (with backup plans), found and vetted photographers, stylists, and locations for each shoot

I had the pleasure of working with some of the best talent in the industry.

Photographers: Liz Von Hoene, Ditte Isager, Ilan Rubin, Johnny Miller, Andrew Eccles, Lisa Charles Watson

Prop/Set Stylists: Forest Watson, Kim Ficaro, Pamela Duncan Silver, Lance Boyd, Theo Vamvounakis, Sarah Smart, Charles Bumgardner

Food stylists: Susie Theodorou, Alison Attenborough, Maggie Ruggiero, Victoria Granof