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Rosetta Getty Ad Process

Project type

Campaign

Location

Columbia University, New York City, NY

In the summer of 2018, I participated in Columbia University's course Communicating with Consumers: The Basics of Advertising, Marketing, and Public Relations, taught by Professor Robert Lee. As part of the program, we formed mock ad agencies and were tasked with developing a comprehensive marketing plan, store concept, and advertising campaign for the brand Rosetta Getty.

My team’s agency, Bátor: Building it Bolder, focused on Rosetta Getty’s Spring/Summer 2019 Collection. We collaborated with model Carolina Fontaneti, stylist Victoria Sekrier, and photographer Hyuna Kim—selecting wardrobe, hair, and makeup while art directing the shoot to align with the brand’s modern and elevated aesthetic. Following the shoot, we curated and edited the final images to ensure a cohesive and compelling campaign.

Leading up to the photoshoot, our team conducted in-depth research and collaborative brainstorming sessions to define our creative vision and campaign objectives. This remains one of my favorite projects to date, as it combined strategic planning with hands-on creative execution.

Behind-the-Scenes Video

Behind-the-scenes video capturing the full photoshoot day — from makeup and glam to studio setup and on-set action. Shot and edited by me, the video showcases raw, candid moments and the creative process from start to finish.

Digital Ad

A minimalist digital ad crafted using behind-the-scenes content—captured and edited entirely by me.

AD #1

This ad was edited by me and inspired by Rosetta Getty’s creative direction, which often incorporates florals and abstract identity by replacing the model’s head with flowers. I chose to preserve the model’s face in one frame to maintain a sense of personal connection, while using a collage-style layout to creatively feature florals as the focal point in the remaining poses.

AD #2

This ad was originally edited by a teammate as part of a collaborative concept. After discussing a more minimalist direction, we decided to revise the layout by replacing all the model’s heads with flowers, also in line with the brand’s surreal and nature-inspired aesthetic.

Raw Photoshoot Images

The following are raw images captured during the photoshoot as we directed the model through various poses. Some of these shots were personally taken by me, featuring Model: Carolina Fontaneti.

Recommendation Letter

This is a recommendation letter written by Professor Rob Lee of Columbia University, a seasoned expert in the advertising industry. At the time, I was much younger and just beginning to explore my passion for creative work. Professor Lee—whose experience includes high-profile campaigns such as the Justin Bieber fragrance—recognized potential in my younger self and offered thoughtful insight into my early strengths.

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