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Portfolio
Welcome to my portfolio. Here you’ll find a selection of my work. Explore my projects to learn more.
Rafat & Jaiye collections
Nubian Skin had built its identity around skin-tone lingerie and hosiery designed for women of color. As the brand expanded into color for the first time, the challenge was to introduce a new visual direction while maintaining the core identity and emotional connection the audience already associated with the brand.
Role
Led creative direction for the campaign across concept, visual identity, rollout and audience experience.
Approach
The campaign was designed to introduce color in a way that still felt unmistakably aligned with the brand. The creative direction focused on balancing softness, vibrancy and confidence, ensuring the collection felt elevated while remaining emotionally connected to Nubian Skin’s existing audience.
Rather than positioning color as a departure from the brand, the goal was to present it as a natural evolution of the brand’s identity.
Distinct visual directions were developed across talent to showcase different expressions of the collection — from softer, more classical imagery to bolder, statement-led styling — creating a campaign that felt visually dynamic while maintaining overall cohesion.
Execution
Directed campaign imagery and visual storytelling across photography, digital rollout and launch experience. Alongside the campaign, I led the creation of a VIP and influencer launch event in partnership with NARS Cosmetics, extending the campaign into a live environment and creating a more immersive audience experience around the collection launch.
Impact
Successfully introduced a new product direction while maintaining alignment with the brand’s existing identity, helping expand audience perception of the brand beyond its established nude-tone positioning. The integrated rollout across digital and live experience strengthened audience engagement and reinforced the launch as a significant evolution of the brand.
Role
Led creative direction for the campaign across concept, visual identity, rollout and audience experience.
Approach
The campaign was designed to introduce color in a way that still felt unmistakably aligned with the brand. The creative direction focused on balancing softness, vibrancy and confidence, ensuring the collection felt elevated while remaining emotionally connected to Nubian Skin’s existing audience.
Rather than positioning color as a departure from the brand, the goal was to present it as a natural evolution of the brand’s identity.
Distinct visual directions were developed across talent to showcase different expressions of the collection — from softer, more classical imagery to bolder, statement-led styling — creating a campaign that felt visually dynamic while maintaining overall cohesion.
Execution
Directed campaign imagery and visual storytelling across photography, digital rollout and launch experience. Alongside the campaign, I led the creation of a VIP and influencer launch event in partnership with NARS Cosmetics, extending the campaign into a live environment and creating a more immersive audience experience around the collection launch.
Impact
Successfully introduced a new product direction while maintaining alignment with the brand’s existing identity, helping expand audience perception of the brand beyond its established nude-tone positioning. The integrated rollout across digital and live experience strengthened audience engagement and reinforced the launch as a significant evolution of the brand.
What Does Being Black Mean to You?
Context
TfL’s Diversity in Advertising competition challenged brands to create campaigns that authentically represented Black, Asian and minority ethnic communities. The winning campaign would receive £500,000+ in advertising space across the TfL network, one of the UK’s most valuable outdoor media estates.
Role
As Head of Marketing at Nubian Skin, I led the creative direction and execution of the campaign from concept through to rollout.
Approach
The campaign centered around the question: “What Does Being Black Mean to You?” and was designed to challenge one-dimensional portrayals of Black identity in advertising.
The creative direction focused on authenticity, confidence and self-definition, using minimal, neutral environments to ensure the emphasis remained on the individuals themselves and the emotional impact of the campaign. The intention was to create a series of visually striking moments that felt personal, empowering and culturally resonant, while reinforcing Nubian Skin’s positioning as a brand designed to celebrate and complement Black skin tones.
Alongside the creative, audience consideration played a key role in rollout strategy. I curated station placement across the TfL network to align with areas that reflected the brand’s audience and cultural reach.
Impact
The campaign won the TfL Diversity in Advertising competition, securing £500,000+ in premium advertising space across London.
Beyond the campaign rollout itself, the work drove significant audience growth across social media and email, strengthened brand visibility, and contributed to increased customer engagement and sales. The campaign also received widespread industry recognition and press coverage, including features in British Vogue, Campaign Magazine, Marketing Week, The Drum and Retail Week.
TfL’s Diversity in Advertising competition challenged brands to create campaigns that authentically represented Black, Asian and minority ethnic communities. The winning campaign would receive £500,000+ in advertising space across the TfL network, one of the UK’s most valuable outdoor media estates.
Role
As Head of Marketing at Nubian Skin, I led the creative direction and execution of the campaign from concept through to rollout.
Approach
The campaign centered around the question: “What Does Being Black Mean to You?” and was designed to challenge one-dimensional portrayals of Black identity in advertising.
The creative direction focused on authenticity, confidence and self-definition, using minimal, neutral environments to ensure the emphasis remained on the individuals themselves and the emotional impact of the campaign. The intention was to create a series of visually striking moments that felt personal, empowering and culturally resonant, while reinforcing Nubian Skin’s positioning as a brand designed to celebrate and complement Black skin tones.
Alongside the creative, audience consideration played a key role in rollout strategy. I curated station placement across the TfL network to align with areas that reflected the brand’s audience and cultural reach.
Impact
The campaign won the TfL Diversity in Advertising competition, securing £500,000+ in premium advertising space across London.
Beyond the campaign rollout itself, the work drove significant audience growth across social media and email, strengthened brand visibility, and contributed to increased customer engagement and sales. The campaign also received widespread industry recognition and press coverage, including features in British Vogue, Campaign Magazine, Marketing Week, The Drum and Retail Week.
Ms Ambrose Home
Ms Ambrose Home was operating with standard product imagery that lacked distinction, limiting its ability to compete visually and connect with its target audience in a meaningful way.
Role
Led creative direction and visual repositioning of the brand’s product imagery and digital presentation.
Approach
The focus was to move away from isolated, functional product shots and reposition the brand within a more lived-in, lifestyle-led space. The creative direction centered on realism — showing products in context, with a sense of everyday use, to make them feel relevant and aspirational rather than purely transactional.
This meant introducing layered, styled environments that reflected how the audience would actually use the products, shifting perception from “item” to “part of a lifestyle.”
Execution
Directed and styled a series of shoots that incorporated everyday objects and environments, using composition, texture and context to bring the products to life. Visuals were designed to feel natural, considered and relatable, while elevating the overall look and feel of the brand.
Impact
Repositioned the brand visually, increasing perceived value and contributing to stronger engagement and conversion across digital channels. Alongside this, I shifted marketing focus toward international audiences — particularly the US and Canada — helping drive stronger sales performance across those markets.
Role
Led creative direction and visual repositioning of the brand’s product imagery and digital presentation.
Approach
The focus was to move away from isolated, functional product shots and reposition the brand within a more lived-in, lifestyle-led space. The creative direction centered on realism — showing products in context, with a sense of everyday use, to make them feel relevant and aspirational rather than purely transactional.
This meant introducing layered, styled environments that reflected how the audience would actually use the products, shifting perception from “item” to “part of a lifestyle.”
Execution
Directed and styled a series of shoots that incorporated everyday objects and environments, using composition, texture and context to bring the products to life. Visuals were designed to feel natural, considered and relatable, while elevating the overall look and feel of the brand.
Impact
Repositioned the brand visually, increasing perceived value and contributing to stronger engagement and conversion across digital channels. Alongside this, I shifted marketing focus toward international audiences — particularly the US and Canada — helping drive stronger sales performance across those markets.
Nude Love
The Nude Love campaign served as both the launch of Nubian Skin’s latest collection and the brand’s 2021 Valentine’s campaign — one of the company’s most commercially important seasonal moments.
Role
Led creative direction across campaign concept, visual storytelling and rollout.
Approach
The campaign was designed to explore multiple expressions of love beyond traditional romantic narratives, incorporating themes of self-love, intimacy, friendship and connection in a way that felt authentic to the brand and its audience.
Creative direction centered on portraying Black love and intimacy through familiar, everyday moments rather than overly staged representations. The focus was on creating work that felt emotionally recognizable and culturally grounded, allowing the audience to see themselves reflected naturally within the campaign.
Casting played a significant role in the campaign direction. Rather than relying on more conventional beauty standards often seen in lingerie advertising at the time, the campaign intentionally centered broader representation, helping the work feel more distinctive, relevant and aligned with the brand’s audience.
Execution
Directed campaign rollout across photography, film, social and email marketing, ensuring consistency in tone, storytelling and audience experience across all touchpoints.
Impact
The campaign drove strong engagement across social and email channels, with audience response reflecting a clear connection to the authenticity and representation within the creative. Casting choices in particular generated positive audience conversation and reinforced Nubian Skin’s positioning as a brand that approached representation with greater depth and intentionality.
Role
Led creative direction across campaign concept, visual storytelling and rollout.
Approach
The campaign was designed to explore multiple expressions of love beyond traditional romantic narratives, incorporating themes of self-love, intimacy, friendship and connection in a way that felt authentic to the brand and its audience.
Creative direction centered on portraying Black love and intimacy through familiar, everyday moments rather than overly staged representations. The focus was on creating work that felt emotionally recognizable and culturally grounded, allowing the audience to see themselves reflected naturally within the campaign.
Casting played a significant role in the campaign direction. Rather than relying on more conventional beauty standards often seen in lingerie advertising at the time, the campaign intentionally centered broader representation, helping the work feel more distinctive, relevant and aligned with the brand’s audience.
Execution
Directed campaign rollout across photography, film, social and email marketing, ensuring consistency in tone, storytelling and audience experience across all touchpoints.
Impact
The campaign drove strong engagement across social and email channels, with audience response reflecting a clear connection to the authenticity and representation within the creative. Casting choices in particular generated positive audience conversation and reinforced Nubian Skin’s positioning as a brand that approached representation with greater depth and intentionality.
Chanel Boateng.com
Context
Chanel Boateng had built a highly engaged audience of 525k around a specific public identity centered on family and plus-size lifestyle content. Following major personal and physical changes, the challenge was to reintroduce her brand in a way that felt authentic, while maintaining audience connection during a potentially divisive transition.
Role
Led creative direction and campaign rollout across visual identity, content and digital platforms.
Approach
The campaign was designed to reposition Chanel’s public image without alienating her existing audience. The creative direction focused on balancing sophistication, confidence and approachability, allowing the transformation to feel intentional rather than abrupt.
Instead of over-explaining the change, the strategy leaned into visual storytelling and controlled audience pacing across multiple touchpoints, including teaser content, photography, social rollout, video and website launch. The focus was on allowing the audience to emotionally connect with the transition through tone, imagery and presence rather than direct narrative.
Execution
Directed and oversaw a multi-platform rollout that included a teaser campaign, photoshoot, YouTube content, interview strategy and launch of a new website. Each element was designed to work cohesively, creating a clear evolution of the brand while maintaining familiarity for the audience.
Impact
The campaign successfully retained audience engagement during a major brand transition, while repositioning Chanel for a new phase of content and audience growth. The launch video became the second-highest performing video on the channel in 2022, demonstrating strong audience retention and engagement throughout the rebrand.
Chanel Boateng had built a highly engaged audience of 525k around a specific public identity centered on family and plus-size lifestyle content. Following major personal and physical changes, the challenge was to reintroduce her brand in a way that felt authentic, while maintaining audience connection during a potentially divisive transition.
Role
Led creative direction and campaign rollout across visual identity, content and digital platforms.
Approach
The campaign was designed to reposition Chanel’s public image without alienating her existing audience. The creative direction focused on balancing sophistication, confidence and approachability, allowing the transformation to feel intentional rather than abrupt.
Instead of over-explaining the change, the strategy leaned into visual storytelling and controlled audience pacing across multiple touchpoints, including teaser content, photography, social rollout, video and website launch. The focus was on allowing the audience to emotionally connect with the transition through tone, imagery and presence rather than direct narrative.
Execution
Directed and oversaw a multi-platform rollout that included a teaser campaign, photoshoot, YouTube content, interview strategy and launch of a new website. Each element was designed to work cohesively, creating a clear evolution of the brand while maintaining familiarity for the audience.
Impact
The campaign successfully retained audience engagement during a major brand transition, while repositioning Chanel for a new phase of content and audience growth. The launch video became the second-highest performing video on the channel in 2022, demonstrating strong audience retention and engagement throughout the rebrand.
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