Creative

Direction

Where left brain meets right brain, you’ll find me. My modus operandi is a combination of boundless, forward-thinking creativity with the analytical & strategic chops to back it up — and a deep passion for executing it all from start to finish.

Prior to becoming a full-time freelancer, I was the Marketing & Creative Director at New Waterloo, where I led all marketing, brand & creative strategy and execution for 4 boutique hotels and 15 F&B outlets across the United States.

Photo & Video Production

I bring ideas to life from moodboard to post-production, through careful craftsmanship, a dedication to differentiation, a pinch of ephemeral nuance, and always, always honoring the wabi-sabi. I have served as the photographer & social-first videographer for brands like W Hotels and Carabuena Tequila — view my photography work here — as well as put on the producer hat for full-scale video & photo productions with multiple team members.

Experience includes:

  • Shoot production & direction, including building timelines, shot lists, and day of director, when I’m not also serving as the photographer or videographer capturing it all

  • Shooting and producing photo & video shoots in the hospitality, food & beverage, CPG, music, event, and fashion worlds

  • Guiding the post-production process until the end product aligns with the preliminary vision

  • Location scouting

  • Food, interiors, clothing & prop styling

  • Defining direction through moodboards, sketches, and treatments

  • Scriptwriting & interviewing

  • Sourcing and hiring talent & vendors

  • Pilates-trained (…meaning I can bounce light for hours without my arms giving out)

“Masa” for La Condesa, 2019

“Without corn, there is no culture.” I directed this brand video for La Condesa, which shortly after received a nomination for James Beard’s “Outstanding Restaurant” award.

Creative Direction & Production: Sarah Karney
Videographer & Editor: Michael Parallax

“Senses of Sway,” 2023

ASMR meets modern Thai: I directed this sensory-driven narrative that fully evokes the unique dining experience of Sway without ever saying so much as a word.

Creative Direction & Production: Sarah Karney
Videographer & Editor: Michael Parallax

James Beard Submission for OTOKO, 2023

It’s about time omakase Japanese staple OTOKO earned a James Beard nod — take it from Head Chef Yoshi Okai, in this storytelling submission I directed on behalf of the restaurant’s award bid.

Creative Direction, Production, Interviewer & Editor: Sarah Karney
Videographer: Blake Rabe

“The ABCs of French Cuisine” for Le Politique, 2019

French cuisine is as simple as “ah-be-cee” in this whimsical brand piece I created art for & directed for use on the restaurant’s website and pre-Reels social media.

Creative Direction, Copy, Graphic Design & Production: Sarah Karney
Videographer & Editor: Michael Parallax

Graphic Design & Art Direction

I am dedicated to design concepts that carry forward a strong point of view, are produced sustainably, and have an innate sense of place captured within each and every piece.

Experience includes:

  • Art direction and overseeing execution of print & digital collateral, graphics, illustrations, web design, ads, signage, wayfinding, menus, sales decks, and even a custom analog photobooth

  • Developing and presenting brand & marketing strategies to current & prospective clients, including brand identity development, defining goals & KPIs, market research, leading brainstorm & pitch meetings, managing cross-departmental assets & roadmaps, stakeholder communication, post-campaign analysis & reporting, and ensuring solutions are delivered on-time, on-brand & on-budget

  • Managing a team of up to 8 graphic designers & brand managers, in addition to out-of-house PR and creative agencies, photographers, videographers, and content creators

  • Conducting in-depth market research to identify trends, opportunities & threats, which are then distilled and applied into actionable, design-forward insights

Retail & Branded Merch

Some things are better off worn than said.

Dreaming up branded merch is one of my favorite to-dos to take on, whether they’re one-off event keepsakes or full-blown seasonal collections.

Experience includes:

  • Building concept decks, working with designers to create mock-ups, and pitching collections to stakeholders

  • Sourcing & working with printers, cut-and-sew makers, designers, and suppliers to oversee design & production process

  • A ceaseless quest to find the perfect t-shirt blank

  • In-store & online merchandising, including e-commerce photoshoots

  • Directing and executing retail lifecycle marketing promotions & campaigns

  • Setting up and running online shops on BigCommerce & Shopify

  • Defining co-branded merch partnerships with aligned fashion & lifestyle brands