The Fall ’26 campaign brought a fresh editorial perspective to L.L.Bean’s everyday essentials while keeping the imagery relaxed, approachable, and grounded in the brand’s heritage.

I shaped the campaign’s visual direction from early concept development and location scouting through style-out and final execution, working closely with content, design, and cross-functional stakeholders to connect the creative vision across the campaign.

I led the New York studio work across core apparel, footwear, Signature, and denim, carrying the ease and personality of the location photography into the studio. Working with the photography and styling teams, I explored moodier lighting, natural movement, and unexpected crops to give the images a sense of life beyond the frame. I carried that direction through the edit and retouching, partnering with designers to keep the story consistent across retail, email, catalog, and paid media.

The campaign supported L.L.Bean’s fall business, with reporting showing companywide month-to-date net sales 1% above budget and initial gross margin approximately $2M favorable to plan. Beyond the seasonal rollout, the imagery informed L.L.Bean’s brand refinement and became a reference for subsequent studio and e-commerce photography, giving the team a creative foundation to build on.