Project Overview
Inspired by Pattern Beauty’s bold celebration of textured hair, this editorial shoot was designed to elevate natural beauty through color-rich, intentional styling. My goal was to create a visual story that felt editorial yet authentic, with composition and color rooted in Pattern’s aesthetic language.
Creative Direction
I led the full concept development, starting with a visual identity moodboard and detailed shot list to guide the look and feel. The creative approach centered around earthy tones, soft contrast, and confident, fluid posing that honored the model’s natural features and hair texture.
Set & Production
Every element was intentionally crafted:
Sourced and styled the model
Designed and directed the set, including backdrop selection and prop styling
Oversaw model direction for each shot, focusing on form, posture, and presence
Directed photography team to align with the vision
Results
This project received social recognition from Pattern Beauty and reinforced my ability to take a brand’s ethos and visually translate it into impactful content. The final images serve as proof of concept for how strategic creative direction can elevate identity and storytelling.
Credits
Creative Direction: Asiana Jones
Photography: Idara Ekpoh, Milton Young
Model: Christina Madden
Location: Afternoon Studio, Phoenix
Photography: Idara Ekpoh, Milton Young
Model: Christina Madden
Location: Afternoon Studio, Phoenix
Check out some behind the scene shots of a Pattern shoot:
