For the Fall/Winter campaign in New York, I joined the Shoeby team as behind-the-scenes photographer and social content creator.

While documenting the production through BTS photography, I also created short-form video content focused on the Fall/Winter collection itself. The reels and TikToks translated the collection into dynamic, platform-ready visuals, extending the campaign’s presence across digital channels.

Capturing both the atmosphere on set and the identity of the collection, the content bridged campaign production and social storytelling.