PLAY ON (2022)
Single Release Campaign Creative Direction

Led creative direction for the release of “Play On” by singer & songwriter Michaela Heart, translating sonic identity into a cohesive visual campaign across digital and press channels.

Developed the visual narrative, mood architecture, and on-set direction to position the single within a distinct emotional world — balancing intimacy, control, and feminine power. The shoot was designed to function beyond artwork, generating a suite of assets adaptable for streaming platforms, social rollout, PR distribution, and artist branding.

Oversaw concept development, casting, styling alignment, lighting direction, shot composition, and final image selection. Managed production flow to ensure deliverables supported marketing timing and platform specifications.

The result was a visually unified release package that elevated the single from track drop to branded cultural moment.