Overview of responsibilities and content created

during my role as Digital Designer at Protein Works.

Photoshoot Art Direction.

External
Product
Shoots.

Lead creative direction across all product campaigns with external photographers and post-production teams, defining full visual direction through moodboarding, sketching, and storyboarding.
Set clear creative intent across styling, composition, and lighting before shoot execution to ensure consistent interpretation of the campaign vision.
Review and sign off on final assets post-production, ensuring all deliverables meet commercial, creative, and brand standards across all channels.

On-Set
Lifestyle
Shoots.

Led full on-set art direction for lifestyle campaigns with external photographers and production teams, directing talent, styling, HMU, and creative execution in real time.
Controlled composition, lighting, styling, and performance on set to deliver cohesive, premium campaign imagery aligned to brand vision.
Solely directed and delivered a 200+ image lifestyle campaign from initial concept through to final post-production rollout.

Product Launch Campaigns
& AI-Assisted Creative Production.

Lead the end-to-end creative and visual identity development for major product launches, owning the process from concepting, sketching, moodboarding, and storyboarding through to stakeholder presentations, shoot planning, AI-assisted production, post-production, rollout, and cross-channel optimisation.
Developed a scalable creative system integrating in-house photography, AI-driven content generation, and advanced post-production to produce cohesive, stylised campaign environments with a consistent, elevated brand aesthetic.
Transformed production efficiency by enabling rapid, high-volume asset creation without compromising quality, significantly increasing output across ecommerce, CRM, paid social, and digital channels—reducing launch timelines from over one month to under one week.

Example AI-Assisted Stylised Product Shoots.

Social & Content Creation.

Develop social-first creative through trend forecasting, ideation, and cross-team collaboration, producing scrollable carousels, educational content, Instagram Stories, and engagement-led formats.
Collaborate with social and marketing teams on weekly trend forecasting, creative planning, and campaign ideation to improve engagement and performance.
Produce high-volume static, motion, and video assets across Instagram, TikTok, Pinterest, paid social, and organic channels, aligned to a 20% YoY growth strategy.

Email &
CRM Design.

Partnered with CRM and marketing teams to modernise lifecycle and email marketing design.
Design seamless scrollable email campaigns tailored to customer segmentation, improving engagement, retention, and overall customer experience.
Produce high-performing email creative aligned with broader campaign and ecommerce objectives while maintaining brand consistency.

Ecommerce & Digital Design.

Deliver 20+ weekly digital assets across ecommerce, web, CRM, and marketplace channels including promotional banners, PDP content, Amazon assets, and campaign statics.
Create scalable campaign systems and digital design assets aligned to marketing, ecommerce, and brand priorities.
Maintain visual consistency across onsite, paid, organic, and retail channels while working within fast-paced commercial timelines.
Create, edit, and repurpose images using Photoshop and leveraging AI tools to maximise usage and impact.

2025 Black Friday
Campaign Ownership.

Led the end-to-end creative vision and execution for the brand’s 2025 Black Friday campaign across ecommerce, CRM, paid social, organic social, and onsite channels.

Produced 200+ static and motion assets across multiple customer touchpoints.
Developed a cohesive campaign visual identity applied consistently across digital, social, email, and ecommerce channels.

Contributed to a record-breaking £500K+ revenue day.
Delivered one of the brand’s highest-volume campaign rollouts to date.
Successfully scaled creative output across all campaign channels under tight deadlines.