I've approached the Production Associate application the same way I'd approach a brief: with research, intention, and a point of view. Alongside a curated selection of projects relevant for you to see, I've included a speculative brief for New Balance brand to show how I'd bring that thinking to the role from day one.
SS26 Integrated Campaign
Women’s European Championship 25
Still life and Social Media Content
FMCG brand launch
How I would do this job
Execution
Developed a narrative and visual system designed to flex across 8 European markets while maintaining a unified brand identity.
Translated the concept into comprehensive briefs, visual treatments, and detailed shot lists, and provided on-set direction for photography, H&MU, and styling freelancers.
Produced a modular film that could easily be adapted into different lengths and formats.
Extended the shoot's reach through synthetic image adaptation to create variations for different markets without additional shoots.
Supervised visual coherence across 1000+ final assets ensuring every deliverable met the brand platform and existing guidelines.
McArthurGlen Designer Outlets
Integrated Campaign
Role: Integrated Producer and Art Supervisor
Challenge
McArthurGlen, Europe’s biggest outlet chain, needed a new brand platform to launch with their Spring-Summer 2026 campaign.
The objective was to create a premium fashion and lifestyle campaign that could be tailored to 8 distinct European markets while maintaining global brand standards.
Traditional film production
Produced a modular film across multiple European outlet locations, designed to flex across lengths, formats, and aspect ratios without additional shoots.
On set, I signed off on styling against brand guidelines in real time, and optimized the shotlist in real time against location and production constraints together with the production and photography team.
I reviewed live takes to maintain image quality and brand consistency, and ensured every frame could be properly adapted across the full range of output formats and markets.
AI image production
To deliver to eight different markets and adapt images to different audiences and seasonal moments, we devised a system where ai images were created using real models and locations, but styling and background could be adapted synthetically.
Talent Photoshoot. Reference images to train LoRAs with different light setups, styling and expressions; these were raw images with no editing. Three days to shoot 12 models with five wardrobe change each, and three lighting set per wardrobe. Supervised shotlist , styling matrix, brand adherence on over 3000 photos, on-brand styling, H&MU and talent expressions, and set design and prop selection.
Results
The brand achieved a 30% footfall increase. We delivered a high-volume, fashion-driven asset portfolio scalable to different markets and audiences. Additionally, we launched a successful brand platform that defined the visual direction of the brand for years to come.
Nike
Women’s European Championship 2025
Role: Integrated Producer and Art Supervisor
Challenge
The 2025 Women's European Championship was Nike Football's biggest moment of the year, but Adidas was the official tournament sponsor, locking Nike out of event-level marketing. The brand's entire presence had to be built through sponsored national teams, individual athletes, and their authentic connection with audiences and product.
Execution
Developed a creative platform rooted in the duality between athletes' personal and sport identities. Delivered conceptual guidelines, interview scripts, and briefs for freelance and agency production partners across different countries and markets.
Guided the activation of five national teams and 10+ athletes across four countries, supporting the successful launch of five national team kits with materials running across owned channels, athlete profiles, and media collaborations.
Results
Tommy Hilfiger
Still Life and Social Media Content
Role: Integrated Producer and Art Supervisor
Challenge
Tommy Hilfiger wanted to scale their social media content without the cost of a physical overseas shoot. The ask was to create a set of lifestyle images representing urban-chic New York life, built entirely from e-commerce product shots. Additionally, every asset still had to meet PVH's strict brand guidelines, with no compromise on consistency or product fidelity.
Execution
Directed an AI-assisted shoot applying the same rigour as a physical production: briefing, shotlist creation, model pose direction, and styling supervision; all developed and reviewed against PVH brand standards.
Results
Established a repeatable image creation, selection, and retouching framework applied for this PVH project and other retail clients.
Yunno
FMCG Brand Launch
Role: Creative Producer and Art Director
Challenge
Production of simultaneous video and photography assets for a FMCG brand launch with no professional production or visual image behind it. Little to no budget. Needed to rely heavily on product, instructional, and descriptive shots rather than emotional storytelling.
Execution
Led concept and shotlist creation, in-set art direction and real-time image selection using Capture One, directing photography and video simultaneously while maintaining visual coherence across two very different content types. Developed a lighting and product styling approach that made product detail and instructional clarity the visual narrative driver.
Results
Delivered the full asset suite for launch: campaign and e-commerce, photography plus video. Successfully established the visual language of the brand from zero.
New Balance Speculative Brief
How I would do this job
Imagine this Production Request
Context Following a successful debut in South Korea, the New Balance Flat Breeze is heading to Europe for a strictly limited Summer 2026 drop.
Main Objective:
Produce a photo shoot of 50 assets.
Sub-objectives:
Adapt the existing creative and visual direction to the European Market.
Feature at least two color variants of the product.
20 product focused assets.
30 lifestyle, fashion assets.
Audience:
1.18–35 female shoppers with an interest in stylistic statements, they pair feminine pieces with rugged street style.
2. Sneaker purists Looking for regional exclusives and rare hybrid silhouettes.
Channels:
Web, e-com, print, social media.
Markets:
Europe, with a core focus in NL, FR, UK where the product will be launched.
Production considerations:
In-house studio shoot.
1
I would start by researching the Visual Context
Existing campaign
New Balance Flat Breeze SK launch images.
Product category
PFW, Cecilie Bahnsen, Edward Berthelot, VIVAIA, Raimonda Kulikauskiene Valentina Frugiuele, Puma, Adidas.
New Balance’s imagery
Image references of in-house production.
2
Develop an Art Direction Proposal
This shoe is a beautiful juxtaposition: leather paneling, elastic straps, sport yet dainty. The people that will wear it in this market are ready to conquer the city through their femininity.
We will bring the street into the studio. A dressed with simple concrete blocks, the set will simulate a minimalist architectural reference of cement ledges, stairs, and blocks. Shops cropped out and models with with movement as you would have in a street setting, giving a sense of a dynamic pace that lifts you like the air.
While having a neutral base, the original South Korean color palette will be present in the images through strategic pops of color that will emphasize the product.
3
Project: Flat Breeze EU Summer 26 Drop
Output: 50 assets total (20 product, 30 lifestyle).
Core Concept: Street in the studio. Feminine silhouettes mixed with brutalist architecture references.
Location: In-house studio, light grey cyclorama.
Casting: 3 main talents + 3 backups (EU diversity, aged 18-30). Movement or dance background required.
Styling: 1 final look from 3 options per talent. Trans-seasonal summer, delicate vs. utilitarian, neutral bases with red/blue pops. High focus on socks. Test and approve 1 day pre-shoot.
Brief the team and create a shoot overview and specs cheat sheet
Hair and Makeup: Sleek hair, hyper-natural skin finish. Test and approve 1 day pre-shoot.
Lighting and camera: NB Studio Standard, editorial fashion look. Soft wrap lighting, 50mm and 85mm lenses, dynamic street-style framing.
Production and set: stackable, lightweight faux-concrete blocks that hold weight. Pre-shoot floor plan and material review required.
Product: 3 sneaker colorways (1 per talent).