Elle Canada, as an international brand, has many established guidelines providing me with an opportunity to gain experience concepting creative that was engaging while observing guardrails. Within fashion, beauty and culture there is such a range of products to show and the photography had to build on a story’s theme for a cohesive reader experience. While a lipstick has been shot a million times, I rose to the challenge of showing it in new, beautifully unexpected ways. I did this for twelve issues a year across hundreds of pages.