Morningstar

Alanah Jewell's "We Move Mountains" wasn't a brief — it was already a fully formed artistic vision. The creative challenge wasn't to invent a concept but to honour one: to build a campaign around an Indigenous artist's perspective in a way that centred her voice rather than the brand's, for an audience encountering her work for the first time on International Women's Day.

As Creative Director, I led the end-to-end execution of this collaboration — directing the campaign assets, on-set art direction, and social media strategy with a single guiding principle: Alanah's storytelling came first. The result was a campaign that resonated precisely because it didn't feel like a campaign. The collection sold out within twenty-four hours of launch.