During my tenure as the Director of E-commerce Photography at Nike, I acted as the creative bridge between product innovation and the consumer. Tasked with managing a diverse portfolio, from the iconic Jordan silhouette to specialized Yoga and Performance Basketball gear. I directed the technical execution of every frame. My focus was on "Genre-Authentic Styling": ensuring that every model’s movement, every lighting setup, and every styling choice resonated with the specific sub-culture of the sport. Whether directing a high-energy shoot for Kids or a sophisticated Men’s lifestyle look, I ensured that Nike’s visual storytelling was consistent, aspirational, and conversion-driven.