For the Parcel 2.0 launch, we set out to debut three new sizes while redefining our brand’s visual presence through our first fully produced campaign. I led production, supported creative direction, and collaborated with external teams across photo, video, and post to deliver a polished launch across digital touchpoints. The campaign resonated with our community and helped establish Cadence as a visually elevated brand.
Photographers: Ken Tisu, Rob Chron
Videographers: John Park, Rob Chron
Assistant Photographer: Sam Bruno
Producers: Sam Bruno, Ken Tisu
Creative Direction: Ricky Chan, Steph Hon, Sam Bruno
Prop Styling: Brian Primeaux, Beecher Leonard, Sam Bruno
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Led full production planning, including location scouting, scheduling, and vendor coordination across photo and video teams
Assisted in creative direction through shotlist building, moodboarding, and styling input to ensure visual consistency across campaign touchpoints
Acted as on-set lead, supporting both photo and video teams while capturing supplemental behind-the-scenes and b-roll footage
Edited video and photo selects for use across digital channels, including web, social, email, and paid
Managed post-shoot logistics including asset organization, site uploads, and cross-functional QA for web and product detail pages
Collaborated closely with external creatives (Ken Tisu, Ricky Chan, John Park, and Rob Chron) to execute the brand’s first dual lifestyle and studio production
Played a key role in evolving the brand’s visual identity through higher production value and refined creative direction
