AURORRA by ARRIS
Creative Lead
Aurorra by Arris is a project where I spearheaded the overall creative vision from the beginning. As the creative lead, I managed the brand’s visual identity across retail, website, and advertising, and also handled photography, social media content, and campaign assets. From telling the product story to every detail customers see, I influenced how Aurorra’s insoles are perceived, experienced, and recalled.
My Role & Responsibilities:
Creative Lead | Content Creation | Visual Direction
For AXA, I took ownership of all customer-facing visuals and communications. While the core brand identity was already established, I expanded and evolved it into the full expression it is today. My role included:
Directing and producing all photography, from product shoots to lifestyle imagery.
Designing and overseeing creative for retail, website, and ad campaigns.
Creating social media content and developing engaging digital campaigns.
Managing and approving all visual output, whether executed by me or external collaborators.
Exploring and extending the brand identity to new applications and campaigns.
Shaping the overall creative strategy to ensure consistency across every touchpoint.
Digital Footprint
You can find my works all over the digital platforms of AXA…
The Process:
The approach consisted of the following steps:
Research & Discovery: Studied the product, audience needs, and market landscape to identify how Aurorra’s insoles could stand apart.
Creative Direction: Expanded on the existing brand identity, defining the tone, visual style, and content strategy for customer-facing experiences.
Visual Production: Directed and produced all photography and creative assets, from product close-ups to lifestyle storytelling.
Design Execution: Developed creative for retail, website, ads, and social platforms, ensuring a cohesive brand experience across touchpoints.
Content Strategy: Built engaging narratives for campaigns and social media to connect with audiences and highlight the product’s benefits.
Oversight & Refinement: Guided all visual output, whether produced by me or collaborators, to maintain consistency and impact.
