Creative Strategy | Concept | Casting | Photo Art Direction | Producer

Reimagining retail direct mail as a luxury brand experience to transform engagement and cultural relevance.

Transformed the Neiman Marcus catalog from traditional direct mail into a collectible brand experience, positioning the publication as entertainment-driven storytelling rather than product promotion. Cinematic imagery, elevated casting, and integrated media extensions drove engagement across print and digital channels, earning recognition by Time as one of the Top 10 Ad Campaigns of 1996 -  a first for retail.