BILLY REID
At Billy Reid, I brought a more personal and human element back into the brand's storytelling. I expanded the content beyond fashion to include culture, design, and personality. Through behind-the-scenes video, designer-led narratives, and creator spotlights, I reintroduced the voice of Billy himself and the people behind the brand. The goal was to create work that felt warm, lived-in, and relatable.
The result was stronger engagement, more community connection, and a noticeable shift in how audiences interacted with the brand.
Creative Direction, Story-baording, Styling, Production
by Me
Photography
Christopher Fenimore, Robert Rausch, Caleb Canoles
Reframed the brand’s visual and content voice to feel more personal and relatable, bringing the “Billy” behind Billy Reid forward through designer-led storytelling, BTS content, and culture-driven narratives.
Helped evolve the brand from product-forward to story-forward, building a content ecosystem that felt more human, relevant, and culturally aware.
Transformed standard ecomm product photography into elevated editorial moments by incorporating lifestyle context, narrative framing, and visual consistency across platforms.
Expanded brand storytelling beyond product to include personality, process, and people, resulting in stronger engagement and emotional connection with audience.
Created storyboards and content cues to capture behind-the-scenes moments of the office and product development process, giving the consumer a behind-the-curtain look at how each piece comes to life, from concept to execution.
Directed a second shooter during campaign production to capture organic, social-first content alongside primary brand assets, increasing usable short-form material socials and behind-the-scenes storytelling.
This body of work reflects a shift in how the brand chose to show up, less focused on product alone and more invested in people, process, and storytelling. By weaving in behind-the-scenes moments, creator-driven content, and editorial depth, the creative direction reintroduced warmth, personality, and culture to the brand’s visual language.
The result was a more emotionally connected audience, a richer content ecosystem, and a brand that felt not just seen, but understood.