Reframing Aerosoles through culture, movement, and lived experience
Brand strategy, creative direction, and campaign execution for Aerosoles. Led a multi-season rebrand spanning positioning, visual identity, storytelling systems, photography and film narrative.
The PartnershipThis project began as a strategic partnership with Aerosoles to redefine the brand through culture, movement, and lived experience. The work centered on constructing a flexible brand world and creative system, one designed to support evolving stories across seasons, while I led strategy, creative direction, and execution to ensure coherence across every touchpoint.
Move Beautifully Move Beautifully was conceived as the first expression of the brand strategy, translating ideas of comfort, movement, and lived experience into an elevated visual language. The work focused on posture, rhythm, and restrain and allowing emotion to emerge through how women move through real life rather than through overt messaging or trend-driven cues.
Move Beautifully was conceived as the first expression of the brand strategy, translating ideas of comfort, movement, and lived experience into an elevated visual language. The work focused on posture, rhythm, and restrain and allowing emotion to emerge through how women move through real life rather than through overt messaging or trend-driven cues.
This project represents an end-to-end brand partnership, combining strategy, creative direction, and execution across photography, film, and AI-driven content.
The work demonstrates how brands can evolve without abandoning heritage, using systems designed for longevity and scale.