APOTHIA LOS ANGELES
(LOS ANGELES · USA · 2025)
(Art Director)
Brought on for a 3-month contract to lead full art direction across digital, social, and campaign initiatives. Created & implemented Apothia’s updated brand guidelines and photography direction, led creative for paid + organic content, developed new visual storylines for each fragrance, and concepted and produced IF's 25th Anniversary campaign.
CREDITS.
GUIDELINES.
Art Direction for iconic
VISUAL ARCHITECTURE.
LA-based fragrance & aromatics
PHOTO DIRECTION.
brand, APOTHIA (utopia + apothecary).
Creative direction for Apothia’s digital identity relaunch. Led the visual narrative for Q1 campaign ads + organic content across social and paid media, refining the brand’s cinematic tone and rhythm.
Key Contributions:
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Directed and produced content for paid ad sets and editorial-style Reels across Instagram and Meta
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Introduced seasonal scent narratives to structure Q1 content themes and improve campaign cohesion
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Crafted new content pillars for storytelling, including ingredient education, ritual moments, and texture-focused visuals
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Oversaw moodboarding, shot direction, and visual styling for in-house and external creative partners
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Created brand-aligned templates for social rollout to maintain consistency and elevate perception
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ABOUT.
DETAILS.
Scent campaign, cinematic storytelling, &
HIGHLIGHTS.
visual + digital fragrance re-launch.
Defined the tone and mood for Apothia’s fragrance storytelling through elevated lifestyle direction, crafting visuals that expressed the emotional essence of each scent. Directed e-commerce content that highlighted visual storytelling elements of the products and elevated the tactile experience across site and ads. Developed social content to support deeper brand engagement.
Key Contributions:
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Art directed new scent-specific lifestyle shoots to align fragrance identity with visual tone
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Produced tactile-focused imagery and motion assets for PDP, paid ads, and email marketing
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Designed carousel concepts and captions to translate fragrance notes into sensory storytelling across Instagram
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