I led the creative vision for Philocaly Hair's photoshoots, ensuring the new brand identity was brought to life through thoughtful visuals. Drawing inspiration from a natural, lived-in aesthetic, I conceptualized scenarios that resonated with Philocaly’s audience and showcased the effortless beauty of their extensions.

Scenario Development

Designed photo concepts such as candid moments at Pilates class, dinner with friends, and everyday errands like grocery shopping to highlight the versatility of Philocaly extensions in real-life settings.

Wardrobe Selection

Curated outfit options, ranging from casual wear to dressy and activewear, to align with each scenario and reflect the brand's approachable luxury.

Hair and Styling Direction

Directed models to arrive with clean, natural hair, ensuring their looks complemented the shoot’s “lived-in” aesthetic.

On-Site Collaboration

Worked closely with photographers, stylists, and models on shoot days to ensure every shot aligned with the creative vision and the new brand identity.

Shot List Creation

Developed detailed shot lists to capture key moments and highlight the hair extensions in the most authentic, aspirational way possible.

The goal was to create imagery that felt genuine, relatable, and effortlessly elevated, helping customers see themselves in the Philocaly lifestyle while celebrating the brand’s premium quality.