A collaborative spring campaign inspired by the polysemy “heirloom”; drawing from the play on words with both veggies and family roots. We produced cross pollinating content for women owned businesses in Lancaster Pennsylvania, intended to support their product launches with editorial storytelling rather than traditional campaign structure.

Approach
I led creative direction and production, developing the visual language through moodboards, casting, and shot planning. The goal was to create imagery that felt emotionally grounded while still commercially viable for digital use.

This required balancing multiple collaborators (photography, styling, and talent) while keeping the concept cohesive and production on schedule. I worked closely with the team to ensure that creative decisions stayed aligned with the original intent, even as variables shifted during execution.

Storyline:
The muse seeks to numb a loss of identity [abandonment] through trial and error (self indulgence); she ultimately finds fulfillment in deeply avoided roots [of loss].

Opening- the stage is set to create a sense of emptiness and abandonment. A listless energy a resistance to moving forward, the angst of not knowing who you are and not wanting to try.

Middle- Our goal is to question indulgence as a distracted form of self exploration, self soothing, and self identity. Create quite absurdity with familiar concepts, objects, and rituals viewed through the lens of irrational materials and mood.

End- The muse reflects, refines, and stops avoiding the internal world by creating and redefining a family tree. Identity is revealed in a truer form, understanding woven into the roots one has grown from.

Business ft: Source the Space. Revolt Style Studio, Veso Apothecary, Elswick Goods, Heke Creative Tendency, Lady Lancaster, Millhouse Jewelry, Mary Bova