From 2022 to 2025, I led the production and art direction of Formula Fig's campaign output — two brand and faces campaigns and seven architectural shoots across all Formula Fig locations. Working closely with the Creative Director, I was responsible for the full process: concept development, casting, shot lists, props, equipment, art direction, and post-production feedback. All campaign and architectural imagery fed every brand surface — web, email, print, in-store signage, and social.