This selection of photos and videos highlights the creative direction and content production I led for Hampden Clothing. I directed a strategic shift from polished editorial imagery to a UGC‑inspired approach that preserved the brand’s designer aesthetic while making it more approachable, personality‑driven, and entertainment‑focused. By positioning the content as if viewed through the owner’s perspective rather than a sales lens, the feed evolved into a lived‑in brand experience that deepened engagement and resonance across platforms.