fashion content production
High Fashion Product & Editorial shoot for new collection release
A creative-led editorial production for Matriarchy The Label’s Kali Collection launch—featuring a full drop of bold, femme-forward silhouettes styled with visual storytelling at the core. This campaign was built to balance brand identity with elevated, aspirational content that resonated with our growing audience.
Timeline
Campaign production ran over a 4-week timeline, from pre-production to final rollout.
Background
The Kali Collection marked a turning point for Matriarchy The Label as it expanded its offering from capsule basics to a full-fledged fashion collection. To match the elevated design direction, I led an editorial-style shoot with high-end creative direction aimed at creating versatile brand content—hero shots for the website, editorial posts for social, and assets for paid ads. The production required location scouting, hiring talent and creatives, developing a moodboard, and ensuring the final output aligned with both performance goals and Matriarchy’s rebellious, luxury-lite aesthetic.
This category details the step-by-step approach taken during the project, including research, planning, design, development, and optimization phases.
Concept & Art Direction
I developed the creative concept for the shoot based on the story of “Kali”—powerful, transformative, and deeply feminine. This mood framed the wardrobe styling, lighting choices, and shot compositions, setting the tone for both editorial and commercial angles.
Talent & Team Sourcing
I managed all hiring for models, photographers, makeup artists, and stylists—curating a team that reflected the brand’s ethos and cultural values. This ensured every frame captured the collection’s spirit in a way that was authentic and visually magnetic.
Shoot Logistics & On-Site Direction
From location scouting to day-of production management, I coordinated shoot logistics and served as on-site director. I made real-time decisions on set design, prop styling, shot framing, and outfit sequencing to ensure the creative vision came to life efficiently.
Post-Production & Asset Delivery
I oversaw final image selection and provided shot categorization and formatting guidance to streamline delivery across all intended platforms (web, social, ads). This helped optimize time-to-launch and asset usability across the brand’s marketing channels.
4x ROAS Across Paid Campaigns
Assets from the Kali Collection were deployed in paid Meta campaigns and achieved 4x return on ad spend, surpassing performance benchmarks from previous launches.
250% Increase in Engagement on Social Channels
The editorial-style content drove a 250% lift in post saves, shares, and comments, reinforcing Matriarchy’s identity as a visually iconic, community-driven brand.
Multi-Platform Creative Efficiency
The final image bank included over 100 deliverables used across 8+ channels—including Instagram, TikTok, email marketing, press kits, and influencer collaborations—maximizing the shoot’s value and boosting campaign longevity.