Rosewood Hotels set out to shift its social presence away from polished luxury and toward something more personal and meaningful. The focus was on capturing the spirit of each destination through real experiences, told from the perspective of staff and guests. We built a content platform that leaned into culture, emotion and a sense of place. Creating work that felt warm, human and deeply connected to the locations it represented. I led the creative and art direction across global content, defining a visual style and tone rooted in storytelling. I directed monthly shoots, developed shot lists, and oversaw grading and edits to ensure consistency across platforms. I also managed production end to end, sourcing crews, building schedules, running logistics on the ground and remotely, and managing budgets to keep delivery sharp and seamless.