In July of 2020, Sam Edelman was introduced to NUORDER, a B2B commerce platform that took what used to be an in-person shoe show, live from our NYC showroom, virtual. The task became clear: make an editorial and user-friendly website that felt authentic to the brand,  showcased the new collection, and fully allowed buyers to experience the "World of Sam" through a screen. 

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Our team of four went to Sam and Libby Edelman's home in Pawling during Summer of 2020 to take full reign on the creative for Sam Edelman and Circus NY. Libby Edelman and I have art directed and photographed every campaign since, everywhere from downtown New York to the Design District in Miami, FL.

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Spring 2021 was a complete success, and every collection a new campaign would need to be scouted, planned, and shot, and I was the sole designer to turn around an entire new site experience within one week of wrapping the shoot. This was done four times a year.

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Below are site examples of Fall 2021 and Spring I 2022.