As the Creative Lead for Dr. Scholl’s Shoes, I oversee all aspects of campaign photoshoot planning and execution. Our process begins months in advance with cross-functional meetings alongside the sales and design teams to identify key seasonal items. From there, I craft a narrative that serves as the foundation for our campaign.

I collaborate closely with my art director to develop creative concepts, sourcing inspiration and brainstorming fresh video execution ideas. Simultaneously, I align with our marketing partners to ensure our storytelling remains cohesive. We also establish priority SKUs in advance, allowing us to pivot seamlessly on shoot day if needed.

For this particular shoot, I knew I wanted to change locations, incorporating both the backlots in LA and a more seasonal setting. We secured the NYC streets set at Fox Studios for an urban environment, while our beach scenes were shot at Leo Carrillo State Beach in Malibu.

This project was especially rewarding as it marked my first time serving as the sole creative lead. These people I have created campaign shoots with almost the past 5 years with for Dr. Scholl’s have been the highlight of my career thus far. They are truly wonderful people and have taught me so much.