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MET GALA 2024 - H&M

Art Director & Strategic Lead

For the MET Gala 2024, I created a concept that translated the theme “Sleeping Beauties: Reawakening Fashion” into a multi-layered narrative rooted in nostalgia, reflection, and dreamlike beauty, delivering a visually rich and emotionally resonant campaign under tight, high-stakes conditions.

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END-TO-END BRAND CREATION - CUNT

Identity, branding, AI, product development, E-com.

Built CUNT from the ground up an unapologetic, design-led menstrual brand redefining period care as something luxurious, not clinical. Developed the brand concept, name, and tone of voice. Designed the visual identity, packaging, and digital presence. Defined product positioning, sustainability ethos, and market differentiation. Crafted all content and copy, and storytelling. Created the homepage & e-commerce setup.

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HOLIDAY 2024 - H&M

Strategic ideation, Trend-led formats, Art Direction

Tasked with an “impossible brief,” I led the creative development of five Holiday 2024 social assets for H&M, each delivering exceptional reach and engagement, far outperforming typical content benchmarks.

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AW STUDIO 23 - H&M

Social-first activation, Cultural insight, concept creation & art direction

I initiated and pitched the idea to H&M: partner with TikTok creative Sabrina Bahsoon (“Tube Girl”) to bring the Holiday 2023 Capsule to life through a cultural-meets-fashion activation.

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RABANNE H&M

Brand collaboration, Visual storytelling,
PR

At the collection’s launch during Paris Fashion Week, I initiating buzz through a star-studded Silencio nightclub activation attended by icons like Cher, Robyn, and Peggy Gou. Amplified brand reach via high-impact visuals and content the launch into a cultural statement.

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MUGLER H&M

Art Director, Platform-native execution (TikTok, Instagram), Global launch

Conceptualized and executed a social-first content plan for TikTok and Instagram, amplifying launch moments, runway clips, and behind-the-scenes glimpses. Led real-time content capture during the New York launch event, directing talent and optimising for platform-native engagement

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IDENTITIES

Created identities for two tech start-ups: Artifiq agency & Better odds.

Re-launched Troll Nursery with new identity, website and image identity.

Lead the re-launch of H&Ms brand.

ZOWIE BUBALO

MET GALA 2024 - H&M

Art Director & Strategic Lead

For the MET Gala 2024, I created a concept that translated the theme “Sleeping Beauties: Reawakening Fashion” into a multi-layered narrative rooted in nostalgia, reflection, and dreamlike beauty, delivering a visually rich and emotionally resonant campaign under tight, high-stakes conditions.

See Project >>

END-TO-END BRAND CREATION - CUNT

Identity, branding, AI, product development, E-com.

To homepage

HOLIDAY 2024 - H&M

Strategic ideation, Trend-led formats, Art Direction

Tasked with an “impossible brief,” I led the creative development of five Holiday 2024 social assets for H&M, each delivering exceptional reach and engagement, far outperforming typical content benchmarks.

See Project >>

AW STUDIO 23 - H&M

Social-first activation, Cultural insight, concept creation & art direction

I initiated and pitched the idea to H&M: partner with TikTok creative Sabrina Bahsoon (“Tube Girl”) to bring the Holiday 2023 Capsule to life through a cultural-meets-fashion activation.

See Project >>

RABANNE H&M

Brand collaboration, Visual storytelling,
PR

At the collection’s launch during Paris Fashion Week, I initiating buzz through a star-studded Silencio nightclub activation attended by icons like Cher, Robyn, and Peggy Gou. Amplified brand reach via high-impact visuals and content the launch into a cultural statement.

See Project >>

MUGLER H&M

Art Director, Platform-native execution (TikTok, Instagram), Global launch

Conceptualized and executed a social-first content plan for TikTok and Instagram, amplifying launch moments, runway clips, and behind-the-scenes glimpses. Led real-time content capture during the New York launch event, directing talent and optimising for platform-native engagement

See Project >>

IDENTITIES

Created identities for two tech start-ups: Artifiq agency & Better odds.

Re-launched Troll Nursery with new identity, website and image identity.

Lead the re-launch of H&Ms brand.

https://www.hm.com

https://www.artifiqagency.com/

https://betterodds.studio/

https://www.trollnursery.com/

Created identities for two tech start-ups: Artifiq agency & Better odds. Re-launched Troll Nursery with new identity, website and image identity. Lead the re-launch of H&Ms brand.

Created identities for two tech start-ups: Artifiq agency & Better odds.

Re-launched Troll Nursery with new identity, website and image identity.

Lead the re-launch of H&Ms brand.