The project involves providing creative direction for Thea & Kay, an upcoming fine jewelry brand. This includes organizing various types of content shoots, such as campaign, lifestyle, and product photography, selecting and communicating with creatives such as photographers and models, developing a shoot concept and mood boards, and overseeing the shoot.

Afterwards, the content from the shoot is used to create a visually appealing and engaging Instagram feed that showcases the brand's products and values. The goal is to increase brand awareness and engagement with followers by producing high-quality visual content that aligns with the brand's messaging and aesthetic.