Brand & content

Madeleine MacMaster

I build the brand world and then go shoot it. At Lilihammer, a luxury lifestyle and athletic-apparel label, I lead marketing as Chief Strategy Officer — seasonal calendars, creative briefs, the athlete ambassador program — and I shoot and edit the short-form myself. Campaigns I've planned and produced have driven 23% average month-over-month sales growth.

maddymacmaster@gmail.com Santa Monica, CA Available for freelance and contract

Short-form

Vertical, platform-native, shot on iPhone and cut in CapCut. Credits are per piece.

Opening frame of A year of Lilihammer.
A year of LilihammerYear-in-review cut — grid reveal into collection close-ups
Directed, shot & edited
Opening frame of Defrosting.
DefrostingPOV round — trend-led, cut to the music
Directed, shot & edited
Opening frame of Golf girl things.
Golf girl thingsStudio fit run from a campaign shoot day
Directed, shot & edited
Opening frame of Golf sets.
Golf setsOn-course and off — product in its real setting
Directed & edited

Campaign

Collection launches across eCommerce, retail and wholesale — brief, shoot, and the assets that carry the drop.

Opening frame of The Siena Collection.

The Siena Collection

The launch film. On-course footage cut against fabric and hardware macro, titled to the collection's own script lockup, graded to the Siena palette so the film, the site and the packaging all read as one release.

Built from the same brief that set the colourway, the shot list and the drop calendar.

Creative direction · production
Four-frame sequence of a golfer's swing in navy Lilihammer kit on a fairway.
Swing sequence — one motion held across four frames, built for a carousel.
Three stacked campaign stills, monochrome backgrounds with the garments left in colour.
Coastal campaign stills — desaturated ground, product left in colour.
Two models in navy and pale blue Lilihammer polos on coastal rocks, with campaign type overlaid.
Coastal Collection, Summer 2026 — announcement frame.
Two models walking toward the ocean with a script Coming Soon lockup.
Teaser post — script lockup over motion, the same type used on the film.
A large scallop shell on a blue ground with the Coastal Collection lockup.
Coastal Collection cover — single object, flat ground, hard shadow.
The Lilihammer wordmark set inside a binocular vignette over an ocean horizon.
Wordmark treatment — binocular crop onto the horizon.

Tennis

The racquet side of the line, on court and off — briefed, produced and art-directed the same way as the collection work above.

Creative direction · production
A player in a pale blue tennis top resting a racquet on her shoulder at the baseline of a hard court.
Pale blue against the tree line — dark ground chosen so the kit carries the only colour in frame.
A player in a pale blue tennis dress seated against the net post on a blue and green court.
Seated at the net post — the still frame in the set, shot wide to keep the court lines.
A figure in a white pleated tennis skirt crossing a sunlit street, carrying a raffia bag and a pink straw hat.
Off court in the same whites — the tennis skirt taken into town rather than left at the gate.
A wide pink straw hat shading the face, over a white ribbed top and pleated skirt against a warm stucco wall.
Hard sun on a flat wall — silhouette and trim only, with no location to date it.

Brand systems

The part that comes before the camera: palette, trim, and the reference that keeps a collection coherent across every channel.

Brand & collection direction
Siena Collection colour card listing Butter Cream, Butter Yellow, Midnight, Midnight Floral and Cloud Floral with hex values.
Siena Collection palette — five colourways with hex values and the two prints, issued to design, web and print together.
Close-up of a butter yellow garment hem and side vent with the hex swatch overlaid.
Butter Yellow on garment — the swatch checked against real fabric in daylight.
Embroidered white twill patch with a blue sailboat and the Lilihammer name in red.
Coastal Collection trim, Spring '26 — embroidered sail patch.
Nine hand-drawn illustrations pinned to a wall: a spritz, a tank, a towel, a skirt, a latte, a tennis racket, a loaded wagon, an espresso martini and a cap.
Season reference — the world the collection lives in, drawn rather than collaged.