For the SITKA STUDIO Hyperdown Jacket, I oversaw the creative process from product development to campaign launch. I collaborated on material selection and construction details to ensure the jacket’s blend of modern performance and heritage aesthetic, then developed the overarching campaign concept to position it within SITKA STUDIO’s brand story. I led creative direction across all touchpoints, including casting, location scouting, and styling for both on-model and studio photography, as well as directing product videos and motion assets. This included orchestrating detailed studio shoots to highlight technical features, coordinating on-location shoots that captured the jacket’s rugged travel narrative, and guiding post-production to maintain visual consistency. From initial concept through production, my role unified product design, storytelling, and visual execution into a cohesive launch.

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