Lena is a conceptual creative director specializing in creating comprehensive brand stories.
Lena was the creative lead for Old Navy’s turnaround, making the brand relevant to a new contemporary audience and helping it become profitable again. She oversaw the retail brand’s work over a five-year period, collaborating with celebrated comedic talent on the company’s entire TV and digital lineup. She worked directly with Melissa McCarthy, Amy Poehler, Julia Louis Dreyfus, Fred Armisen and Carrie Brownstein, as well as Amy Schumer to create the most talked-about campaign work for the brand.
Lena also led creative work for Target, The Honest Company, Harry’s, Bravo TV, Sephora and the One & Only Hotel Group, and conceived the launch of Virgin’s new cruise line, Virgin Voyages and Google’s new modular phone.
She also worked on projects for NBC, Ring, Wrangler, Pepsi, J. Crew, Williams Sonoma Home, the Richard Avedon Foundation, Anthropologie, Banana Republic, Farfetch, Net-a-Porter, Bergdorf Goodman, Belstaff, FEED USA, Dockers, and Eddie Bauer.
Lena was born in Australia and grew up in Hong Kong. She attended the Rhode Island School of Design, where she received her BFA, and she earned her MFA at the School of the Art Institute of Chicago.
Lena worked as a production designer represented by The Wall Group for 15 years for a multitude of fashion and editorial clients before transitioning into her role as a creative director.
She has collaborated with a roster of renowned directors and photographers, including Wayne McClammy, Roman Coppola, Canada, Phil Morrison, Jonathan Krisel, Greg Kadel, Sebastian Kim, Simon Burstall, Mei Tao and Matt Jones.