Apothia
Contribution
Creative Director
Role
During my three-month contract, I spearheaded Apothia’s creative transformation through 360 campaign management, producing four high-impact photoshoots (evergreen and seasonal), developing a refreshed social media strategy, and optimizing paid media in collaboration with the performance marketing team. I led cross-functional efforts, overseeing a team of photographers, graphic designers, and a Social Media & Content Coordinator, while working closely with the CEO to align creative direction with business goals. These initiatives resulted in a cohesive brand evolution and measurable success across platforms.
Website
Creative Direction
Photography Oversight
Post-Production Oversight
Social Media Strategy
Paid Media Creative
360 Campaign Management
Cross-Functional Collaboration
Key Metrics & Results
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Produced top-performing ad creative, reducing customer acquisition costs (CAC) by 20% year-over-year.
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Helped boost return on ad spend (ROAS) by 17% and increased average order value (AOV) by 23%.
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Pioneered a new social media strategy, resulting in a 71.3% increase in Instagram reach within 90 days and generating the top six performing posts in the past 2 years.
Evergreen Product Photography
Creative Direction: Katherine Zohar l Styling: Katherine Zohar l Photography: Jackie Sterna l Retouching: Jackie Sterna
My role was to reimagine Apothia’s branding through a fresh lens. I was brought on to help bridge the gap between their ideas and their reality.
On the left, you see Apothia’s image prior to us working together. You can see the desire to highlight the texture of the wash and the glow of the colored soap. My task was to interpret these elements and bring them to life in the way they were envisioning it to be, creating the imagery you see on the right. The result is a reflection of Apothia’s identity, capturing the richness of their vision while enhancing its depth.
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On the left, Apothia sought to showcase their product in use—ensuring the product itself was visible—while creating a mood that felt sensual and luminous. They wanted the imagery to capture not just a look, but a feeling. My task was to interpret and elevate these desires, translating them into the imagery you see on the right. The result highlights what they were aiming for: an emotive, glowing quality that brings their brand’s vision to life.
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Evergreen Product Photography
Team
Creative Direction: Katherine Zohar
Photography: John von Pamer
Styling: Katherine Zohar
Retouching: John von Pamer
This shoot was designed as an evergreen feature for Apothia’s website, serving as the thumbnail image that appears when the user hovers over a product. The goal was to convey the richness of the perfume’s notes—to create a visual so evocative, you could almost smell the fragrance through the screen. Since scent is intangible in e-commerce, we crafted a feast for the eyes—a styled product photo that captures the essence of the perfume, inviting the viewer into an immersive sensory experience.
Before
After
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Holiday Campaign: Chrismukkah Pt. 1
Team
Creative Direction: Katherine Zohar
Styling: Katherine Zohar
Photography: John von Pamer
Editing: John von Pamer
This holiday shoot was for Apothia’s candle Chrismukkah, a celebration of inclusivity that blends the traditions of Christmas and Chanukkah. The goal was to represent both holidays in a way that felt thoughtful and balanced. For one concept, we created a GIF featuring a makeshift pyramid resembling a menorah, where each “candle” being lit was an Apothia candle. For another, we styled a candle hanging by a red bow, serving as a subtle abstraction of a Christmas ornament. These visuals captured the essence of the season while honoring the candle’s unique, inclusive spirit.
Holiday Campaign: Chrismukkah Pt. 2
Team
This shoot was inspired by Apothia’s founder, Ron Robinson, who walked into the office one day and said, “Katherine, you know what stops me from scrolling these days? Dogs! We should create something fun, warm, and charming.” That spark led to the idea of showcasing the Chrismukkah candle through the lens of a quintessential “family dog”—a relatable symbol of comfort and connection. The result was a shoot that captured the sophisticated yet inviting tone Ron envisions for the brand: warm, friendly, and approachable, yet always tasteful and elevated in line with Apothia’s aesthetic.
Creative Direction: Katherine Zohar
Photography: Jackie Sterna
Retouching: Jackie Sterna
