An on-demand app for hair, makeup and nails–anytime, anywhere.

As Glamsquad's first in-house Creative Director, I oversaw all aspects of creative output for the company. One of my key initiatives was leading their entry into the product space with their debut makeup collection. This collection featured professional-quality "must-haves" used by Glamsquad beauty professionals and available for consumers to purchase directly on Glamsquad.com.

My challenge was to create a fresh, timeless campaign appealing to all ages that would establish Glamsquad as a credible product creator while driving sales and consumer demand.

As Creative Director, I led all aspects of the creative process: strategy development, photo art direction with photographer Tory Rust, video direction, social content creation, web/app/digital assets, email campaigns, brand guidelines, and full production management.

I developed a visual identity that balanced professional quality with everyday accessibility, creating clean, bright imagery that showcased both the products and their results across all customer touchpoints.

The launch successfully positioned Glamsquad in the product space with a cohesive visual system that spanned e-commerce, digital platforms, and marketing materials.

Photography by Tory Rust

Brand imagery shot for makeup launch. Used across site, app, email, social & content, paid marketing.

For Glamsquad's hair styling essentials collection, I served as Creative Director developing a line of professional-quality products designed for both in-home use and Glamsquad stylists. This curated assortment included everything needed to achieve salon-quality hairstyles outside the professional appointment.

My challenge was to extend Glamsquad's service expertise into products that felt professional yet approachable, creating a bridge between their styling services and at-home maintenance.

I led the creative vision across all touchpoints—strategic positioning, photo direction, content development, digital assets, and production. We created imagery demonstrating both professional techniques and achievable results, emphasizing versatility across hair types and styling preferences.

The collection successfully expanded Glamsquad's product portfolio while reinforcing their authority in hair styling and creating a new direct-to-consumer revenue stream.

For Glamsquad's styling collection launch, I created the "It Starts With You" campaign featuring 9+ authentic brand users who were already Glamsquad clients. This approach brought genuine credibility to the product launch through real customer advocacy.

I directed a comprehensive rollout across Glamsquad's website, app, digital channels, video content, and targeted out-of-home advertising in specific Los Angeles, Boston, and New York City neighborhoods.

Working with photographer Ben Ritter, we created visuals that highlighted both the products and the personal connections these influencers had with the brand, successfully bridging Glamsquad's service reputation with their new product offerings.

Photography by Ben Ritter

The Styling Collection Influencer Campaign