Freelance Creative Director

LAKE is looking for a freelance Creative Director at LAKE to shape the visual expression of the brand across all photography and video. You will lead on-set art direction for our seasonal campaigns, e-commerce, social, and editorial content, translating each season’s story into imagery that is original and unmistakably LAKE. This role will have the potential to become permanent.

You will partner closely with our Chief Creative Officer, Chief Commercial Officer, and creative team to define the visual approach for each season, producing imagery that reflects the brand’s heritage, point of view, and sense of ease. This role requires refined taste, sharp conceptual instincts, operational excellence, and the ability to deliver elevated storytelling at scale. 

The ideal candidate is a meticulous visual thinker with a deep portfolio of location and studio work, fluency in fashion and lifestyle imagery, and a hands-on approach to leading shoots from concept through final asset. 

Primary Responsibilities: 

• Creative Vision: Develop and articulate a clear creative vision that aligns with commercial goals and objectives, driving originality and innovation 

• On-Set Art Direction: Lead art direction for all location and studio photography and video, overseeing composition, lighting, framing, casting considerations, styling point of view, and prop integration to ensure every frame meets LAKE’s standard. 

• Conceptual Storytelling: Develop seasonal creative concepts in partnership with the Chief Creative Officer and Chief Commercial Officer, and creative team, translating each brief into cohesive, resonant stories that are original and authentic to the brand. 

• Pre-Production: Build and deliver mood boards, creative decks, shot lists, and direction documents that align photographers, stylists, producers, and on-set crews ahead of every shoot. 

• On-Set Leadership: Direct live shoots with clarity and intention, ensuring every image reflects LAKE’s aesthetic and brand point of view. 

• End-to-End Production: Partner with producers and channel managers to manage shot lists, timelines, and budgets across high-volume production while maintaining quality and craft. 

Requirements: 

• A strong portfolio demonstrating refined art direction for location and studio photography and video, with depth in women’s fashion, lifestyle, or premium consumer categories 

• Minimum of 8+ years of experience in commercial studios, in-house, or agency environments 

• Expert understanding of composition, lighting, color, movement, and emotional storytelling 

• Deep fluency in photography and videography production 

• Experience in high-volume, fast-paced production environments 

• Strong conceptual, communication, and presentation skills 

• Ability to lead, inspire, and influence cross-functional teams under tight timeline