STORY BY hired me to produce its first printed lookbook, a pivotal brand asset designed to introduce its celebrity-founded collection to high-end contemporary retailers and drive buyer interest.

Working closely with founder Melissa McCarthy and Creative Director Jenna Peruish, I was charged with leading photoshoot production (with only a two week lead time). From securing our location, MILK Studios to casting models, stylists, DP, and art direction, I assembled a top-tier creative team to bring the collection to life. The shoot delivered 40 looks across standard and curve models, along with complementary video content to support the brand’s broader marketing efforts.