About

A concept-driven creative director, Ariella brings a strategic and nuanced approach informed by her background across editorial, in-house, and agency roles.

Since setting out on her own in 2018, Ariella has served as a trusted partner to renowned creative director Lina Kutsovskaya, founder of Be Good Studios, on campaigns for Louis Vuitton, Men's Louis Vuitton, Miu Miu, Self-Portrait, True Botanicals, Tiffany & Co., and Four Seasons. She also works directly with brands including ILIA Beauty, ZARA, FRAME Denim, Nike, New Balance, Avaline, and PepsiCo, on projects ranging from positioning and tone of voice to taglines and naming to campaign ideation and expression.

Ariella's capabilities extend beyond creative direction and brand voice, to operating as a full-service consultancy that can execute campaigns, from concept to post-production, by tapping the talents of her vast network of strategists, art directors, copywriters, and producers. She has acted as a creative agency to ILIA Beauty since 2020—working closely with their founder to develop their brand positioning and brand voice, as well as their first-ever brand campaign, “Between Us.” Following that foundational work, she led product campaigns for A-level launches, like their award-winning Super Serum Skin Tint.

Before consulting, Ariella worked at Droga5, where she helped spearhead the relaunch of CoverGirl and concepted Under Armour's 2019 brand campaign. Prior to that, she held posts at Sephora, art book publisher Assouline, and Nylon magazine.

In addition to fashion and beauty work, she is deeply passionate about social causes and climate action—and has consulted for One Girl Can and the United Nations Global Compact.

Her previous clients include Calvin Klein, Estée Lauder, Sephora, and NBCUniversal, and her writing has appeared in New York Magazine, Vogue Italia, Refinery29, Interview, Nylon, Psychology Today, and The New York Times.

She holds a B.A. in Philosophy from Boston University and an M.A. in Interdisciplinary Studies from New York University.