Lifestyle Art Direction
For nearly four years, I was Rockstar Energy’s lead art director and producer, responsible for imagining and executing every detail of the brand’s lifestyle campaigns. My role was to take broad marketing objectives and turn them into immersive, culturally relevant worlds that connected with real audiences.
I wore every hat: hiring photographers, casting models, scouting and dressing locations, and prop-styling sets alongside our internal photo studio. I built scenes that highlighted specific usage occasions—from late-night studio sessions to outdoor adventures—and made sure every frame felt intentional and on-brand. Beyond the creative, I wrote call sheets, pitched campaigns, worked directly with marketers, and organized logistics down to the smallest details: ordering beauty cans, securing MUAs and stylists, and overseeing retouching to ensure a polished finish.
This hands-on approach made me more than an art director—I was the producer, stylist, and problem-solver who guided campaigns from concept to final delivery. By building trust across teams and proving that bold creative could also be buttoned-up execution, I pushed Rockstar’s visual storytelling in new directions—elevating the brand’s lifestyle presence and setting a new creative bar.
Brand Team → Yumna Bahgat, Gabe Alonso, Adam Wells, Anthony Vitalli
Art Direction → Eva Rodriguez
Photography → Yuri Hasegawa, Chris Ochoa
