Welcome to:
FIELD NOTES
Every project starts with a plan, but the real story unfolds behind the scenes. It’s in the lessons learned, the funny moments and the unexpected twists that happen on location. I’ll take you through what inspires me, how I approach each project, and how thoughtful content can make an impact. Whether you’re a fellow creative, a curious brand, or just someone who enjoys seeing how things come together, I hope these stories will spark something for you.
Shot Lists & Serendipity: Finding the Balance on Brand Shoots
I never head into a shoot without a plan, even for documentary-style work, I’ve got a rough shot list in my back pocket (sometimes literally). It keeps things moving, especially when time’s tight and I’m juggling roles. But some of my favourite shots? They’re the ones I didn’t plan.
“You’re not a real surfer”: unwelcome misogyny on a photoshoot
While I was shooting for a sustainable surf brand in Guatemala, this random guy walked over and decided to critique our setup—just assumed we weren’t “real” surfers. It was one of those moments that reminds you how often women get hit with comments and judgment just for existing in creative spaces, especially outdoors.
Case Study: Victoria, BC as a Surfskate Destination
Positioning Victoria as a surfskate destination through trend-driven content that boosted engagement and inspired travel among younger audiences.
Case Study: Growth Marketing for The Den Refillery
How a thoughtful content strategy helped The Den Refillery, a sustainable refill store in Ucluelet, BC, boost online traffic and in-store visits. From educational product demos to supplier stories and refill reminders, this campaign connected customers to the "why" behind sustainable choices, building brand visibility and community loyalty.
Case Study: Plastic Free July Campaign for The Den Refillery
A case study on turning a global movement into local action with daily tips, community challenges, cleanups and workshops, making plastic-free living feel doable, personal and empowering for our coastal community.
Case Study: Mission-led social media for eXXpedition
How I helped eXXpedition grow their reach, triple their following and lead a global ocean advocacy movement with a mission-driven social media strategy.