For the Joon Loloi x Lone Fox Fall launch, I served as the Video and Social Art Director, leading creative across paid and organic social content, video, and supporting the photography direction from pre-production through post.

For social and video, I developed concepts, storyboards, and a creative deck that established the visual direction and storytelling for assets across social, web, and product. On set, I worked closely with the video team, providing direction around framing, movement, product interaction, and overall execution. I carried that vision into post-production by reviewing edits and providing feedback on pacing, shot selection, and storytelling.

I also supported the photography by developing mood boards and providing on-set direction around composition, styling, product placement, and camera angles, followed by post-production feedback on the final imagery.

Throughout the project, my focus was creating a cohesive visual story across social, video, and photography while ensuring each asset felt true to both Joon Loloi and Lone Fox.