KRISTIAN HEIJKOOP
Creative DirectionGlobal Fashion Campaigns & Brand Storytelling
JEFFREY’S
JEFFREY’S BOUTIQUE NORTH AMERICAJeffrey Kalinsky personally selected me. BoF 500, Nordstrom's Designer Fashion Director, the buyer who decided which luxury house got shelf space on the floors of New York, Atlanta and Palo Alto. He hired me to produce and photograph the campaign and marketing work for Jeffrey, the boutique he built. Gucci, Prada, Chanel, Dior, Christian Louboutin and the other houses in his world. The brand teams approved the work. They reposted it to their own channels. Millions of impressions, by their hand.
The work itself was relentless. I shot around 200 e-commerce assets a week, published over 1,500 images and more than 50 posts a week across social, e-shop, web, EDM and in-store. I grew the boutique's Instagram following by 75% in twelve months. I partnered with the CEO on campaign concept approvals, copywriting and rollout across MailChimp and Farfetch wholesale e-commerce. There was no second-take culture: it was a luxury operation running at e-commerce volume, and the standard never moved.