Biography

Shelby’s journey began at just 15, when she signed a record deal and recorded with industry giants LA Reid and The-Dream—the creative forces behind tracks like Beyoncé’s "Single Ladies," Rihanna’s "Umbrella," and Justin Bieber’s "Baby." But when that chapter ended, Shelby moved to Los Angeles, where she was ready to rethink, reimagine, and figure out what came next.

In LA, Shelby flipped the script from music to visual storytelling, throwing herself headfirst into design. But she wasn’t just another designer—she was a narrative architect, passionate about crafting stories that inspired and sparked meaningful conversation. After a decade of grinding, moving from graphic designer to art director in visual-focused roles, Shelby transitioned to the role of creative director. Here, she didn’t just produce art—she made iconic campaigns utilizing her creative ideas, storytelling, and vision. Leading projects for clients like Cardi B’s Whipshots, Estée Lauder, Nike, HBO, Theragun, Uber, Warner Music Group, Zara Larsson, and Google, Shelby proved her creative vision could move culture. Her work caught the attention of major players like Vogue, ADWEEK, and Forbes.

Then came Bev. As the Executive Creative Director, Shelby tore up the playbook and wrote a new one. Under her watch, Bev skyrocketed to become the #1 canned wine in Target, driven by her bold celebrity activations and strategic partnerships. Shelby wasn’t just pushing boundaries—she was setting new standards. Bev’s colorful and glittery pride campaign with Halle Berry, the Old Gays, and WAYOUT was a game-changer, landing her in Forbes and ADWEEK again. The ad also became Vevo’s highest-performing ad with the longest VCR that year. The impact? All pride products sold out that summer.

When Bev was acquired by E.J. Gallo & Winery in 2023, Bev didn’t just hold its ground—it claimed the top spot as the #1 canned wine in the United States.

Shelby’s journey from teenage recording artist to creative executive isn’t just a story—it’s a blueprint for breaking the mold. With a distinct eye for storytelling and visuals, Shelby’s creations are unforgettable for their fun, glittery, and colorful elements. She fully embraces camp, with exaggerated, extravagant, and theatrical qualities that define her style.

In Shelby's world, every element—from wardrobe to music, vibrant colors to copy, OOH advertising, billboards, and experiential events—comes together to create a cohesive narrative. Her campaigns blend all these aspects, crafting experiences that engage and captivate from every angle. This bold, over-the-top flair makes her campaigns not just seen, but remembered.

She’s all about making moves that matter. She’s not just playing in the industry—she’s redefining it.