Led the successful launch of skincare services at Elements Massage, seamlessly integrating holistic wellness messaging with therapeutic facials. Partnered with Sanitas Skincare to deliver an immersive, personalized client experience. The campaign doubled revenue goals, increased retail sales, and boosted memberships, positioning Elements as a destination for mind, body, and skin wellness.

Radiant Waxing launched a transformative Q1 campaign, "RELAX & WAX," designed to captivate and convert potential guests into loyal clients. This innovative initiative shattered preconceived notions of waxing as a stressful experience by offering an enticing invitation to discover a new level of comfort. By highlighting Radiant Waxing's superior wax formulation, skilled waxologists, and glowing client testimonials, the campaign broke down barriers and redefined the waxing experience, resulting in a surge in trial and sales, as guests embraced a more relaxed and enjoyable approach to personal care. This campaign not only strengthened brand loyalty but also positioned Radiant Waxing as the go-to choice for those seeking a stress-free grooming solution.

As the lead on the reimagined brand identity for Amazing Lash, I spearheaded the development of a fresh, modern aesthetic that resonates with our target demographic and stands out in a competitive landscape. By leveraging insights and data, I crafted a premium look and feel that reflects the essence of the brand. I organized and directed a comprehensive brand photoshoot, resulting in a robust library of high-quality content and assets, including both photography and video. This strategic revitalization positions Amazing Lash as a leader in the industry and showcases our commitment to excellence.

Directed a comprehensive refresh of Fitness Together's brand identity, which included leading a photoshoot aimed at updating all photography to authentically reflect the brand's premium offerings. Additionally, I revised the brand style guide and messaging, and developed an overarching brand platform and strategy to guide all campaigns for the forthcoming year.

Pantene ProV introduced an exciting campaign at Costco to spotlight their exclusive Advanced Collection shampoo and conditioner. This initiative focused on showcasing the collection's superior formula, boasting 3x the antioxidants, which enhances hair health and imparts a stunning shine. By employing captivating and premium lifestyle imagery, the campaign successfully grabbed the attention of Costco shoppers, inviting them to experience the remarkable benefits firsthand. This strategic approach not only disrupted the typical shopping experience but also encouraged product trials, strengthening brand alignment with quality and care. As a result, Pantene ProV fortified its reputation as a leader in hair care, securing its place as a must-have product within Costco's discerning customer base.

This award winning Kroger program for Extra Gum in partnership with the USO drove record sales and brand loyalty for 2 consecutive years. It combined the objectives of the retailer and brand in a way that connected with shoppers on a deep level. It delivered on the Extra Gum brands emotional campaign in support of the USO, reigniting the category and brand in the minds and hearts of Kroger shoppers.

Creative Director | Al Zapata
Senior Art Director | Alicia Dyksterhouse

2016 Silver Reggie
2017 Silver Effie

I have designed a diverse range of packaging solutions from concept to completion, including projects in beauty, lifestyle, and food and beverages. For additional samples or further information, please feel free to contact me

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