Float Card - Product, Lifestyle Photography, and Motion

As the creative director and photographer behind numerous campaigns for Float, a finance management platform, I've consistently brought a unique vision to life. Spearheading the creative direction, I orchestrated compelling visual narratives that resonate with Float's audience. From conceptualization to execution, each campaign was a collaborative journey, where I seamlessly blended creativity with intention.

Whether developing evergreen content or a variety of seasonal campaigs, I ensured that each project reflected Float's brand essence. Through a harmonious partnership with the Float team, I've successfully crafted and executed campaigns that not only showcase the key features of their service but also tell a compelling story.

Creative Team - Fall

Client: Float Card Creative Direction, Photography, Motion Direction: Kailee Mandel Head of Marketing: Amrita Gurney Prop Styling: Cailen Speers and Eugenia Zykova Motion Production: Crimson Fish Stills Production: Alice Xue Assistant: Lucy Lu

For Float's spring campaign, I took the lead in crafting the creative direction to visually convey the relief their service brings to individuals' financial lives. From initial sketches to the final imagery, I oversaw the entire process of conceptualizing, directing, and shooting the campaign. Working hand-in-hand with the Float team, we developed concepts that translated seamlessly into high-quality, brand-specific imagery resonating with viewers. Witnessing the project come to fruition was truly gratifying, and I take great pride in the final result.

Creative Team - Spring

Client: Float Card Creative Direction, Photography, Motion Direction: Kailee Mandel Head of Marketing: Amrita Gurney Production: Crimson Fish Producer: Stephen James DOP: Taylor Zeller-Newman Production Designer: Chris Zenti Art Dept. PA: Matt Gardiner Talent: Taiba Sheheryar Wardrobe: Vyvian To HMU: Liz Yu Grip: Mike Chase Gaffer: Loris Santarosa

For Float’s fall brand campaign, I took the reins as the creative director and photographer, spearheading a departure from the traditional finance narrative. Float stands out as more than just a 'boring' bank; it represents a modern, emotional, and human approach to financial storytelling. Through my work, the campaign captures the authentic essence of finance professionals, revealing real emotions and the people behind the numbers. It's not just about figures; it's about a narrative crafted with creativity and captured through my lens.

Creative Team - Fall 2023

Client: Float Card Creative Direction, Photography, Motion Direction: Kailee Mandel Head of Marketing: Amrita Gurney Producers: Dasha Khomenko and Elizabeth Nielsen Director of Photography: Nigel Akam Production Designer: Chris Zenti Prop Assistant: Hannah Bergstein Wardrobe: Olga Barsky Wardrobe Assistant: Sam Graziani Hair/Makeup Artist: Boriana Karan Digital Tech: Al Quintero Light Tech: Jason Mortlock Talent: Telmuun Johnstone, Arturo Paredes, Jordana Lloyd Production Assistant (PA): Gavin Lee Editor: Lucas Horrobin Grip: Dave Plank Gaffer: James Gordon Camera Assistant: Andrew Vance Design: Renga