Tuckernuck Studio

Best-sellers. Style staples. Five-star favorites. A curated selection of imagery captured in-house at the Tuckernuck Studio. As Head of E-Commerce, I lead on- and off-figure art direction and PDP content strategy, defining a cohesive visual direction that supports go-to-market strategy, drives studio output and site performance, and aligns with merchandising and business goals.

Art Direction: Ellen Carlson Packman
Creative Direction: Sophia Newbold
On Figure Stylist: Ashley Vance, Christine Walker Bowe
On Figure Photography: James Ryang, Alec Kugler, Brandon Shields, Stephanie McLaughlin, Foster White
Prop Stylist: Alex Silva, Blair Kopelcheck
Stills Photography: Kate Lacey, Elkin Jaramillo, Jahns Chavez
Production: Megan Quirk, Katie McShea
Talent: Natasha Luwedde, Paige Reifler, Tailyn Andrea Mapp, Chiharu Okunugi, Bibi Sharipova.
Glam: Susie Lee, Lizzie Arneson, Stefanie Vallejo, Iris Kim

The Objective

Lead e-commerce content direction across on- and off-figure PDPs to define a cohesive visual system reflecting Tuckernuck’s updated brand positioning. Focus on elevating product storytelling, driving conversion, and aligning creative output with the brand’s evolving consumer strategy.

The Challenge

Scale e-commerce content direction while maintaining a clear, consistent visual language across franchises and collections. As content demand grows, ensuring a unified and elevated consumer experience is essential.

The Opportunity

Align content strategy across PDP, homepage, and cross-channel touchpoints to establish a cohesive visual direction and drive a more consistent, elevated experience across the consumer journey.