Brand Platform | Life Unpaused – National Awareness Campaign
National brand platform designed to reposition The Joint Chiropractic around everyday life enablement through emotionally resonant storytelling.
Life Unpaused was developed as a national brand awareness platform to evolve how The Joint shows up in culture. The work focused on shifting perception from episodic pain relief to enabling everyday moments of movement, presence, and life lived without interruption.
I led the creative development end-to-end, from concept exploration and message testing through agency selection, production, and executive-level performance synthesis.
My Role
Brand platform ideation and creative direction
Concept testing with current and prospective patients
RFP development and production agency selection
Creative partnership through video and static production
Executive reporting and performance synthesis
Brand Campaign | Adjusted to You – Paid Media Creative
Brand campaign focused on personalization and relevance, designed to meet consumers where they are through flexible, performance-driven creative.
Adjusted to You was developed as a brand campaign designed to highlight the personalized nature of chiropractic care at The Joint. The work focused on creating relatable, adaptable storytelling that could flex across audiences, formats, and paid media placements while maintaining a consistent brand voice.
I partnered closely with an external agency to guide creative direction, ensuring scripts, tone, pacing, and music aligned with brand strategy and performed effectively across paid channels.
My Role
Creative direction and brand alignment
Script and narrative feedback
Music and tone guidance
Direction of paid media asset variations and cutdowns
Creative partnership with agency and media teams
ART DIRECTION | Yandy Evergreen Editorials
Creative Direction & Styling: Julianna Frushour
Styling Assist: Design D’Amore
Photographer: Sandy Goldstein
Hair and Makeup: Allison Pynn
CREATIVE DIRECTION | Yandy's Exclusive Swim Collection
Campaign strategy, execution, and creative direction for Yandy’s private label swimwear capsules. Directed a photography team and in-house designers in the creation and production of stills and motion for email, social media, and collection and look book page for yandy.com.
Overview
Instagram Story Series
Emails
CREATIVE DIRECTION | Playboy X Yandy's Swimwear Campaign
Campaign strategy, execution, and creative direction for Playboy X Yandy’s swimwear capsule. Directed a photography team and in-house designers in the creation and production of stills and motion for email, social media, and collection and look book page for yandy.com.
Overview
Lookbook
Organic Social
CREATIVE DIRECTION | Playboy X Yandy's "Choose Your Sexy" Campaign
Campaign strategy, execution, and creative direction for Playboy X Yandy Choose Your Sexy campaign. Directed a photography team, copy writer, and in-house team of designers in the creation and production of campaign content for email, social media, print, on-site experiences, and collection and look book page for yandy.com contributing to a 25% sell-through rate in the first month.
Additionally, assisted the V.P of Merchandising in the ideation of private label accessories.
Overview
Private Label Accessories
Worked with merchandising and vendors on the creation of two private label accessories in two color-ways.
Instagram Stories
Directed creative content for 6 days of countdown leading to email acquisition and the Madlibs experience.
Influencer Gifting
Directed the creation of printed madlibs for influencer gifting packages.
Lookbook and Collection Page
EXPERIENCE DESIGN | Yandy's "Choose Your Sexy" Madlibs
Ideated, directed copy writing, designed and assisted in front-end coding the Playboy X Yandy Choose Your Sexy experience on yandy.com; including a countdown page to drive email collection, lookbook, and Madlibs game.
This experience contributed to a 25% sell-though rate within the first month of the collections release.
Countdown Page
Madlib Detail
Collaborated with product development team and copy writing to build out functionality and create 5 unique stories for the user to choose from.
EXPERIENCE design | Playboy X Yandy's "The Speakeasy"
Ideated, directed photography, designed and front-end coded the Playboy X Yandy Speakeasy experience on yandy.com; including a countdown page to drive email collection, a custom look book, and custom product landing page.
This experience contributed to a 31% sell-though rate within the first month of the collections release.
Countdown Page
Lookbook
View the next post for the look book and the rest of the Playboy X Yandy Speakeasy creative direction.
CREATIVE DIRECTION | Playboy X Yandy's "The Speakeasy" Campaign
Campaign strategy, execution, and art direction for Playboy X Yandy’s Speakeasy campaign. Directed a photography team and in-house designers in the creation and production of stills and motion for email, social media, and collection and look book page for yandy.com.
Overview
Email Campaigns
The launch email for this campaign saw the highest click-through-rate at 1.53% and the second highest conversion rate at 1.03% during the week of the launch.
Look Book Experience
The look book contributed a 31% sell-through within the first month of the campaign.
To see the Countdown Experience, click on the previous post below.
EXPERIENCE DESIGN | YANDY'S D.I.Y. COSTUME SHOP
Worked with photography, product development and merchandising teams to design and art direct Yandy’s D.I.Y. Costume Shop which increased sales of accessories during the Halloween season for the 2 years it ran before changing platforms. As well as led the creative team in marketing the experience.
Additionally, the new creative direction for 2020 increased revenue year over year in the email marketing channel by 23%.
Landing Page
Individual D.I.Y Category Experience
Marketing Elements
Launch email
Instagram story series
Prototype
Desktop experience
Mobile experience
CREATIVE DIRECTION | Yandy's "The Pink Room" Campaign
Campaign strategy, execution, and art direction for Yandy’s “The Pink Room” campaign during the Valentine’s Day season. Included stills and motion for email, social media, event activations & yandy.com categories and gift guides.
Overview
Email Campaigns
This seasonal campaign saw a YoY increase in it’s email channel of 11.24%.
Package Insert
Over $71k net. revenue with an AOV of $100+.
LOOKBOOK | IN THE NIGHT SHE'S DANCING
Creative Direction: Julianna Frushour
Photographer: Michelle Herrick
Hair and Makeup: Allison Pynn
Compositing | Yandy Zodiac Lingerie Collection
Provided photography and set direction for Yandy’s Zodiac Lingerie collection. Included stills for social media & Yandy.com.
Styling + Set Design: Julianna Frushour
Photographer: Shane Baker Studios
Hair and Makeup: Allison Pynn & Cristina Jaramillo
For this lingerie campaign; I directed 4 models, a team of hair and makeup artists, stylists, and a photographer and videographer. Once everything was set and the models were ready, we photographed each model separately, taking care to show the personality of the sign — it was a Zodiac shoot after all. After product images we switched to the group photo where it all started to come together and then it was back to hair and makeup for the models. The day went on with 3 sets like this.
See the individual images here.
It takes a lot of preplanning to do a shoot like this and a lot of post work as well. Have a look below into some of what it took to pull this all together.
After
BEFORE
AFTER
BEFORE
AFTER
BEFORE
Compositing
Below are steps to layering in different pieces from other photos to get the right body poses and expressions.
Pick your base image. In this case it was the best position for the girl on the ground.
Start by layering in the back body position. Starting with the back most person saves you time on masking.
Now add the next in line! (See below for details on how I planned the positions)
Finally, add the front person and create new shading where needed. Clean up the background and you're done!
Preproduction
I began this campaign by mood boarding different styles with the objective of making these lingerie styles feel elevated and expensive.
Here's an insight into the preproduction of this photoshoot.
Mood board for product images
Google sheets is really helpful for scheduling out a photoshoot. The day went from 7a–5p... all the yellow is hair and makeup time!
Inspiration for group image
This one may seem goofy, but it was integral to being able to piece the composite together in post
