At the close of the year, I embarked on an exhilarating journey as the new Creative Director at Mateina, faced with the immediate challenge of gearing up for our US market launch. With only a month from my start date to the launch, every aspect of our brand needed to be meticulously prepared and aligned for entry into the competitive US market.

Key to our launch strategy was a dynamic photoshoot held on the 4th of January. Collaborating with the talented Mathieu Letourneau, a renowned photographer, we assembled a team of experts capable of executing a high-stakes, one-day shoot. Despite the time constraints and the pressure of last-minute preparations, we leveraged our resources effectively to craft a visual narrative that encapsulated the essence of Mateina. This photoshoot not only showcased our brand’s vibrancy and appeal but also marked a pivotal step in our ambitious expansion into new territory.