I embedded myself in the SFERRA brand as a creative partner, building and executing a social strategy that matched the quiet luxury of one of the finest linen houses in the world.

From community engagement and influencer partnerships to trend research and designer collaborations, I touched every corner of the brand's digital presence. I creative directed and shot social content, edited photos and videos, and designed promotional assets, largely self-starting, bringing ideas to life with a small but focused team.

Highlights included a two-day shoot across three luxury villas at Jordan Winery in Sonoma, an educational content series on linen care and styling, and a library of travel content captured wherever the linens, and I, could go.