Over 3 years, I had the pleasure of working on 15+ campaigns for JENNY BIRD. My journey from graphic designer to art director enabled me to apply my hands-on technical skills into the creative development of campaigns. As a long-time wearer and supporter of the brand, this position was a dream come true.
The art direction was conceptualized in collaboration with the Creative Director, Jenny Bird. All concepts were strategized with social media strategy, e-mail campaign plans, and website takeovers in mind. This fostered a strong collaboration across all teams, where we continuously strived for cohesive, engaging, and meaningful stories to emerge across all platforms.
My role as art director was to convey the care, beauty, and innovation that went into each piece. Every collection had a story inspiring its craft, and as an art director, visualizing that was a challenge that continuously excited me. My job, regardless of the product, was to showcase the undeniable joy and magic that comes with wearing JB jewelry.
2021 CAMPAIGN
The Summer Collection
This collection features three distinct capsules: one with bright beads, another with vibrant blue pieces, and the last showcasing sleek metal designs. Each capsule offers unique qualities that call for different visual approaches
My main intention was to highlight the vibrant colors of the pieces. Focusing in on the beads, I imagined them, if made larger, they would mimic bold and bright fruits. Incorporating this as a key element created a captivating and alluring preview of the collection, allowing people to experience the vibrancy of summer even before shopping the pieces.
Photography: Kayla Rocca
Creative Director: Jenny Bird
Art Direction, Styling & GD: Camilla Dinardo
Copywriter: Katherine Flemming
2022 CAMPAIGN
Pre-Fall
Collection
This collection celebrates classic jewelry iconography
—the curb chain.
My role as Art Director was to plan and assist in executing the on-figure shoot. This involved casting the model, determining hair and makeup and strategizing the shots.
This shoot was an opportunity to introduce the customer to the pieces through a fresh styling perspective inspired by menswear and essential fall staples like a classic trench coat.
Photography: Kayla Rocca
Creative Director: Jenny Bird
Art Direction: Camilla Dinardo
Styling: Rita Liefhebber
2021 CAMPAIGN
Be Seen Collection
‘Be seen’ is a collection that invites you to tap into your deepest emotions, and embrace the healthiness in letting feelings flow, letting them go, and pushing forward to new beginnings.
My role as Art Director involved planning and executing the off-figure photoshoot that would create a setting for the jewelry to live in that visualized the collections’ intentions.
The setting for ‘be seen’ became a warm, home-like scene – a place where many find themselves able to feel at ease and comforted. An open book acted as a symbol for letting feelings flow and new beginnings.
Jewelry Photography: Jen Aurich
Art Direction: Camilla Dinardo
Copywriter: Katherine Flemming
Model Captures: Cam Roden
2022 CAMPAIGN
Essentials
Collection
The Essentials are highly rated pieces due to their wearability, which has resonated deeply with consumers since the brand's inception. Over time, the success of the individual pieces earned them a spot in this JB permanent collection. Individually, the pieces are from different launches, so the customer experienced the necklaces, rings, bracelets, and earrings through visually varied art direction, creating a disconnected experience.
My role as Art Director was to plan and assist in executing the on-figure and off-figure photoshoots for the JENNY BIRD Essentials collection. This shoot was an opportunity to reintroduce the customer to the pieces they have come to love over the years, in a consistent and fresh perspective that visually represents the brand.
Model Photography: Kayla Rocca
Off-Figure Photography: Jen Aurich
Creative Director: Jenny Bird
Art Direction & Styling: Camilla Dinardo
2021 Campaign
Anklet Collection
The art direction for the Anklet Collection launch included two sets: one on granite and the second on a seamless. This strategy enabled us to create content serving different purposes. One is for paid media and consumer retention campaigns, and the other serves as the visual storytelling for the anklet collection.
Each anklet was designed with specific characteristics that lend themselves well to being worn alone or layered with others in the collection. The priority was to keep the jewelry as the focus and adding in elements of styling that would allow the customer to see ways to wear it and easily visualize themselves in the pieces.
My role, once the assets were captured, involved creating the static ads, email launch design, homepage and the look book that would be sent to wholesale stockists and PR representatives.
Photography: Jen Aurich
Creative Director: Jenny Bird
Art Direction, Styling & Design: Camilla Dinardo
Copywriter: Katherine Flemming
Jewelry Design: JENNY BIRD
