creative direction for Meg
I led the creative direction and visual narrative development for sustainable fashion brand Meg for their SS24, FW24, SS23, and FW23 campaigns. By translating the designer’s inspiration into a campaign with cohesive storytelling, I built integrated launches that were brand-aligned and marketable.
Scope included concept development, visual narrative, photoshoot production, content strategy, and event production.
Case Study: SS24
CONTEXT
The SS24 collection drew inspiration from two distinct works by abstract artist Meg Indy: Birdie Heyday and The Warbler. Fashion designer Meg Kinney incorporated the colors and movement from these pieces to develop her designs.
CONCEPT
Rather than shooting the pieces against a flat backdrop, I decided to build a visual dialogue between the canvas and garment, allowing the brushstrokes, layering, and softness of the works to inform the styling, composition, and pacing of the images.
The mood boards I developed established two complementary worlds, which helped shape casting, shot lists, makeup, and set design.
campaign mood boards
FINAL CAMPAIGN
We shot the campaign inside Meg Indy’s Lower East Side studio, incorporating the original canvas works directly into the set. This created an immersive environment where the garments felt naturally embedded in the space, reinforcing the idea that the collection lived within her world rather than simply referencing it.
MARKETING + EVENT STRATEGY
To deepen the connection between the collection and the artist’s practice, I interviewed Meg Indy in her studio and documented her painting directly onto button-downs from the collection, transforming the garments into literal canvases.
This content was adapted for social and email marketing, allowing audiences to see the collaboration unfold in a more intimate and process-driven way. Rather than presenting the artwork as static inspiration, we positioned it as an ongoing dialogue between artist and brand.
The campaign culminated in a sold-out activation where clients could purchase pieces and have them custom-painted by Meg Indy in-store. This event translated the collection’s concept into a participatory retail experience, reinforcing brand storytelling while driving immediate customer engagement and sales.
