Being on set is one of my most favorite places in the world. I thoroughly enjoy the process.

I start by doing a lot of research and looking at trend forecasts. I then move into the brainstorming phase and narrow down the ideas based on the ability to bring these ideas to life in an appealing and cost-effective way. Depending on the budget, I manipulate resources and materials to make sure each project shines regardless of cost. I then move into the sketching phase and create moodboards to help bring each shot or campaign to life in a clear way.

My hope is that these visuals are defined enough that I don’t have to say much in the presentation, the work should speak for itself. After approvals, I build the team (photographers, designers, stylists, locations…) and start finding specific types of lighting, props, and surfaces as I get very detailed with the overall vibe.

After the shoot, I make selects and do retouching notes. Finally, after managing expectations throughout the process, you can draw a clear line between the plan and the execution.

Photographers: Ditte Isager, Liz Von Hoene, Rikki Will, Michael Bailey

Prop stylists: Kim Ficaro, Forest Watson, Nan Whitney, Natasha Louise King

Food stylist: Susie Theodorou, Allison Attenborough, Maggie Ruggiero