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Art Direction
Most of what I know about art direction, I learned from flowers. Not in a poetic way, in a literal, standing-in-a-40-degree-cooler-at-6-a.m. way.
It must be fresh, surprising, and perfectly calibrated to the person it’s for. It needs to grab attention, make a statement, and leave an impression. When someone gets flowers, they want to tell people about it.
Most importantly, floristry taught me that creativity can be both structured and spontaneous, and that the best ideas grow from patience, hard work, and joy.
That’s where floristry shaped me most. The repetition, experimentation, and pressure to create something personal taught me how to think visually and communicate with intention.
Turns out, a bouquet is a lot like an ad campaign!
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