KEYS SOULCARE
Partnering with Alicia Keys on the launch of Keys Soulcare at Harrods I aimed to produce content aligning with the brands’ narrative rooted in at-home rituals, calm, and self-connection. The collaboration looked at wellness beyond the surface. Again, I was allowed freedom with creative direction - curating the set (my home- studio) to evoke stillness and warmth through textures, subtle lighting choices, and props that reflected the brand’s ethos of inner care.
I captured all photography and video, honing in on skin and product texture, applications and quiet moments - in a way that felt intimate and brand-aligned, to ground and pull the viewer in. Through thoughtful editing, curated music, and subtle colour grading, I shaped a soothing, multisensory experience that was emotionally resonant and strategically tailored for Keys Soulcare’s brand voice, direction and digital platforms.
RITUALS OF CARE, ROOTED IN INTENTION
SERVICES
- Creative Direction
- Set Design & Styling
- Location Styling
- Self-Shooting
- Storyboarding & Visual Narrative
- Video & Sound Editing
- Post-production & Colour Grading
- Social Asset Creation & Posting
I admire brand founder, Keys, for her honesty, as well as her ability to evolve in the public eye. When she made the decision to show up barefaced and makeup-less in 2016, it shook the beauty industry. At a time when full glam was dominating every platform, her choice felt radical and deeply empowering. So when she launched Keys Soulcare, it felt like a natural progression - an offering that reflected not just outer care, but inner clarity. A brand built on the belief that skincare can be an intentional ritual - one that grounds, restores, and reconnects you to yourself.
Keys Soulcare isn’t just about skin-ingredients (though meticulously selected too); it’s about presence. A pause. A moment with yourself. The process of bringing that to life visually was rooted in softness, light, and honesty - inviting the same spirit of reflection that defines the brand.
It was a creative process that felt not only aligned, but therapeutic and nourishing to be part of.
