Freelance Creative Director

LAKE started because two friends had a wild dream and the grit to see it through. We retained that entrepreneurial spirit while infusing our company with the things that really matter along the way, like kindness, trust, and authenticity. We're always above ego and work hard — in the softest pajamas imaginable. LAKE believes that the most comfortable part of your day should be celebrated. For us, these comfortable moments are nights at home with our families, weekend escapes with friends, a dose of me-time after a long day, and holidays that gather everyone together. We are searching for a Freelance Creative Director to support the visual expression of the brand across all photography and video while our Chief Creative Officer is on leave. You'll partner closely with our Chief Commercial Officer and creative team to lead on-set art direction for two seasonal campaigns and support e-commerce, social, and editorial content needs, translating the seasons's story into imagery that reflects the brand's heritage, point of view, and sense of ease. This role has the potential to become permanent and requires refined taste, sharp conceptual instincts, and the ability to deliver elevated storytelling at scale. The ideal candidate is a meticulous visual thinker with an elevated portfolio of location and studio work, fluency in fashion and lifestyle imagery, and a hands-on approach to leading shoots from concept to 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 timelines