Jolie Clemens
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
Jolie Clemens
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
ALBUM CAMPAIGNS
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
CLICK IMAGES TO ENLARGE
CLICK IMAGES TO ENLARGE
JOLIE CLEMENS
CREATIVE DIRECTOR
VISUAL BRAND DIRECTION
ODELE BEAUTY
PHOTOGRAPHY: LAUREN KRYSTI
OVERVIEW: Odele Beauty partnered with me to develop a body of visual content intended to live widely and last quietly, across digital platforms, retail environments, and press. The goal was imagery that felt editorial yet accessible, refined without feeling distant, and capable of holding its relevance beyond a single season.
THE APPROACH:
Rather than chase trend-driven beauty tropes, the creative direction focused on clarity, restraint, and realness.
The intention was to give the brand room to breathe visually, introducing a quieter editorial sensibility that still felt grounded and inclusive. Composition, gesture, and texture were prioritized over polish, allowing both product and people to feel present rather than posed.
The work was designed to support longevity. Images needed to hold up over time, adapt easily across formats, and feel cohesive whether encountered online, in-store, or through third-party retailers.
PHOTOGRAPHY: LAUREN KRYSTI
EXECUTION: The shoot was structured across two tightly organized days, one dedicated to product and conceptual still life, and one to talent.
With 11 models and a wide range of deliverables, the focus remained on consistency of tone rather than variation for variation’s sake. Still life imagery explored materiality and form in a way that complemented the human portraits, creating a flexible visual system rather than a collection of one-off images.
The production moved efficiently, allowing room for thoughtful adjustments while maintaining a clear point of view throughout.
PHOTOGRAPHY: LAUREN KRYSTI
IMPACT:
• Evergreen imagery is still in use years after launch
• Deployed across Odele’s owned platforms and retail presence
• Introduced a more editorial visual language while maintaining approachability
• Established a scalable system adaptable to multiple platforms and formats
ROLE:
- Creative direction and art direction
- Visual Language and system development
- On-set leadership and execution
- On-set leadership and execution
- Direction of talent and portrait sessions
WHY IT MATTERS: The Odele Beauty project demonstrates how editorial thinking can be applied quietly and effectively within a commercial framework. By prioritizing restraint, clarity, and longevity, the work created a visual system that continues to support the brand over time, proving that beauty imagery doesn’t need to shout to endure.