creative strategist · beauty · luxury · experiences
I turn brand worlds into experiences people want to enter, share and remember.
From the first three seconds of a paid ad to the atmosphere of a pop-up, I connect cultural insight, visual storytelling and performance thinking to create campaigns that move seamlessly from screen to real life.
selected brands & projects
- SISLEY PARIS
- BY TERRY
- MECCA
- WHITEBIRD
- NAMMOS
- ROSEANNA
- NODALETO
- PD PAOLA
what I do
Strategy made visible.
Every project begins with a clear customer tension and ends in a creative experience built for the right channel.
featured case studies
Five projects. Five distinct creative systems.
01 · CONTENT CREATION
SISLEY PARIS
Making premium beauty feel natural, useful and desirable on social.
organic social · skincare · makeupfeatured video · Sisley Paris
Protect, lounge, dip — a seasonal beauty ritual designed for social.
everyday ritual · Sisley Paris
The simplest routine for the most beautiful summer glow.
Challenge
Translate premium skincare and makeup into content that feels aspirational and native to social.
Strategy
Build seasonal visual worlds around applying, protecting, glowing and getting ready.
Deliverables
Reels, stories, launch assets, creative briefs, benchmarks and reporting.
One sun-care story, expressed through three visual territories.
Travel flatlay, water reflection and mineral landscape create variety while maintaining a consistent product benefit.
backstage · Australian Fashion Week
Sisley Paris beauty backstage at the Albus Lumen show.
Real-time backstage beauty content from the Albus Lumen Resort '25 show during Australian Fashion Week — the same seasonal glow story, captured live.
organic · By Terry × London Fashion Week
Backstage beauty, runway preparation and real-time event storytelling.
For the Aadnevik show, the content system focuses on the transformation from casting and preparation to the final beauty look and runway-ready moment.
backstage beauty content · By Terry
A fresh-faced product story built around application, texture and real backstage energy.
Backstage Beauty
Behind the Scenes
Runway Ready
Before
Teasers, casting, beauty preparation and anticipation-building content.
During
Real-time reels, backstage access, product application and final looks.
After
Show recaps, partner assets, talent edits and evergreen beauty content.
02 · 360° CAMPAIGN
BY TERRY × MECCA
Tea to Tan: one summer world across every touchpoint.
paid ads · pop-up · retail · OOH
Big idea
A coastal beauty escape connecting effortless bronzing, travel and summer ritual.
Activation
Beach pop-up, creator content, demonstrations, sampling and retail displays.
Media system
Product demos, transformation hooks, social proof, OOH and retargeting.
concept visualisation
Pop-up, OOH and retail activation renders, visualised ahead of production.
03 · PAID SOCIAL
WHITEBIRD
Elegant paid ads designed for discovery and conversion.
Meta ads · ecommerce · jewellery
campaign objective
Make product discovery feel editorial while keeping the purchase path clear.
The system combines model imagery, isolated jewellery, refined typography and concise product naming. It evolves from prospecting to retargeting without losing Whitebird's Parisian identity.
Prospecting
Lead with colour, craftsmanship and one recognisable hero piece.
Consideration
Use carousels and seasonal edits to increase discovery and saves.
Retargeting
Pair worn jewellery with packshots, names and direct shop CTAs.
04 · PAID ADS
NAMMOS × ROSEANNA
Paid campaigns built to feel like the real thing before you arrive.
paid ads · hospitality · ecommerceNammos Dubai · paid ads
Arrival. Atmosphere. Access.
experience storytelling
The venue becomes the content.
Content follows the emotional journey of the guest: getting ready, entering the space, discovering details and sharing the moment.
Roseanna Paris · paid ads
Craft-led knitwear, made scroll-stopping for paid.
Product-first paid social built around Roseanna's signature mohair scarves — colour, texture and French provenance labelling doing the selling, styled alongside a food-and-fruit visual language for pattern-interrupt in feed.
trend research
Reading the culture before briefing the creative.
Moodboarding, competitor scans and micro-trend tracking — bag styling, food-and-fruit pattern-interrupt, and street-style colour-blocking — feed directly into what gets produced for paid.
05 · FUTUREEEECONCEPT · AI × LUXURY
Imagine the experience before it exists.
A concept studio exploring how AI can accelerate luxury collaborations, immersive pop-ups, retail installations and future-facing campaigns without replacing strategic taste.
experience concepting
Visualise pop-ups, installations, retail spaces and collaborations before production.
narrative development
Connect place, product, culture and customer journey into one creative story.
AI-enabled workflow
Accelerate moodboards, creative routes, campaign decks, analysis and production briefs.
creative process
From signal to scalable creative.
research
Customer tension, category, culture and competitors.
strategy
Audience, angle, message and channel role.
concept
Hook, visual world, format and experience.
production
Briefs, scripts, shot lists and creator direction.
performance
CTR, hook rate, hold rate, CPA and ROAS.
iteration
New edits, openings, audiences and variations.
selected profile metrics
Built across categories, channels and cultures.
30+
brands and creative projects
100+
assets and campaign directions
5
luxury sectors
3
working languages
Beauty · Jewellery · Fashion · Hospitality · AI-led experiences
about
Luxury sensitivity. Digital speed. Performance curiosity.
I am a trilingual creative strategist with experience across beauty, luxury, social media and events. My work combines premium brand codes with the clarity, speed and testing culture required by digital-first brands.
- creative strategy
- Meta & TikTok
- CapCut
- Canva
- Adobe
- AI tools
- trend research
- creative briefs
available internationally