Anchoring a community through story.
ROOTED is a Nashville-based apparel and footwear destination driven by product, culture, and community. Across a three-year creative partnership, I helped shape the brand’s visual identity through art direction, photography, video, social content, and digital storytelling.
My work focused on turning product releases, seasonal campaigns, and brand partnerships into editorial moments that could live across social, e-commerce, advertising, and community-facing channels. By building a consistent visual language and a more intentional storytelling approach, the work helped ROOTED earn trust from major brand partners
Over three years, I directed and produced 50+ brand editorial shoots, creating content featured in Complex, Hypebeast, and Highsnobiety. The creative direction supported annual revenue growth year after year, aligning product storytelling with advertising campaigns and digital marketing strategies.
Roles
Art Direction
Photography
Video
Social Media
Creative Strategy
Design
Client
ROOTED
Mission
Create and direct the overall visual aesthetic centered around developing the Rooted brand identity.
Fairlane Hotel Lookbook
The lookbook created a retro modern take on rooted's diverse selection of brands through nostalgic hints and rudimentary elements.
A Special Capsule Inspired by NASA
Heron Preston’s Fall / Winter 2018 NASA inspired capsule collection.
Autumn / Winter 2018 Lookbook
Created in the office/studio space of Price Harrison, the architect of ROOTED's retail store.
Spring / Summer 2019 Lookbook
The Spring/Summer 19 lookbook offered a wide glance at offerings in a more obscure manner taking on the overall theme of football and The NFL Draft.
