Art Direction · Conceptual · Social-First Formatting · 2022
The Brief: A personal project exploring vulnerability and courage through the female form. Designed from the start to work as both fine art editorial and social-optimised content.

My Role: Full creative ownership — Art Director, Photographer, Post-production. Also directed cast and styled the shoot.

The Concept: Brave is about the tension between exposure and protection. The styling deliberately subverts expectation — strong silhouettes, soft skin, direct eye contact. Shot to create images that work at full editorial scale and as cropped social assets.

Execution: Shot with deliberate social-format thinking: key frames composed for both 4:5 (Instagram feed) and 9:16 (Stories/Reels) crops. Sequence was art-directed to tell a progression — opening with tension, closing with resolution.

The Result: Series demonstrates social-first editorial thinking within a conceptual fashion context