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50 MOST MAGAZINE - ISSUE 70MOSTMAGAZINEMOST MAGAZINE - ISSUE 70CAN YOU SHARE YOUR APPROACH TO CREATING TREND-DRIVEN CAMPAIGNS FOR MAJOR BRANDS LIKE DIESEL AND OAK & LUNA?Every campaign begins with understanding the brand%u2019s DNA%u2014its core essence and identity. It%u2019s not just about following trends but ensuring that every detail aligns with the brand%u2019s message. I immerse myself in research, from reading articles and analyzing social media to observing the clientele in-store. It%u2019s about understanding what part of their identity the brand speaks to and reflecting that in the campaign.YOUR EDITORIALS OFTEN TACKLE SOCIETAL THEMES%u2014HOW DO YOU INTEGRATE THESE CONCEPTS INTO YOUR WORK?The societal themes in my work stem from personal experiences and observations. For me, authenticity on set is essential. As the quote from Coach Carter goes: %u201cOur deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure.%u201dI encourage genuine connections with models and collaborators. When everyone feels free to be their authentic selves, the work transcends artifice, revealing profound truths about our shared humanity.WHAT ROLE DOES STORYTELLING PLAY IN YOUR PHOTOGRAPHY?Storytelling is the soul of photography. In an age where anyone can capture a technically beautiful photo, it%u2019s storytelling that sets you apart. My process involves carefully curating every element%u2014models, makeup, lighting%u2014to weave a narrative that mirrors my personal experiences and state of mind. Photography, for me, is self-expression and a lens into how I see the world.HOW DO YOU BALANCE ARTISTIC EX- PRESSION WITH THE STRATEGIC NEEDS OF YOUR CLIENTS?Collaboration is key. I view clients as partners with a shared goal of creating impactful work. Through clear communication, we align our visions. While I advocate for artistic approaches, understanding and fulfilling the client%u2019s strategic needs ensures a harmonious balance.WHAT MESSAGE ARE YOU HOPING TO CONVEY THROUGH YOUR EXPLORATION OF MENTAL HEALTH AND MEDIA CONSUMPTION IN YOUR EDITORIALS?As an immigrant, I struggled to fit in, often sacrificing my true self to belong. Photography taught me that it%u2019s okay%u2014and necessary%u2014to embrace what makes us different. Social media perpetuates harmful comparisons and unrealistic standards, undermining self-esteem. My work aims to break these chains, encouraging individuality and self-acceptance.