Led creative direction for Flowerlore, an UrbanStems campaign celebrating the language and lore of flowers. Oversaw the full creative suite across PDP imagery, email, and site, ensuring a consistent visual world across every touchpoint.

To build awareness ahead of launch, produced an influencer event in New York City centered on the Flowerlore theme, featuring a tarot card reader, aura photo booth, and themed mocktails. The event brought the campaign concept to life in a tactile, shareable way and seeded organic content through creator attendance.