I am a multi-disciplinary creative who works within creative direction, art direction and creative consultancy. My work is shaped by my belief in the power of telling authentic, diverse narratives. I am passionate about creating culturally relevant content that challenges, influences and redefines the lens through which we view our world and each other. 

I’ve trained at Parsons School of Design in New York & Central Saint Martins in London, and have worked in New York for the past several years to create print, film and digital communications for fashion, beauty, music and aspirational lifestyle brands. I also co-founded Public Service – a platform dedicated to achieving equity in imagemaking. 

I am currently an Art Editor on the Photography Team at Apple. I can be reached at inyegumena@gmail.com.

Past Clients: Nike, Apple, Adidas, Glossier, Canada Goose, FILA, Mulberry England, Columbia Records, Bobbi Brown Cosmetics, Nataal, and others.

Exploring the intersection of African identity and masculinity within the context of contemporary fashion. In collaboration with Nathan Klein and Micaiah Carter.

Synthesis is about placing things together much like the Holidays are about coming together. Working with Creative Director Andreas Neophytou, we explored how sound, color, shape, images and people come together in beautiful synthesis. 

Inspired by FILA's history in mountaineering, FILA Explore is a limited edition collection made for the restless and the relentless, the wild and the bold. FILA Explore is about seeking, finding, and standing out.

This campaign explored the attraction of opposites filtered through the lens of Britishness. Using models as muses, we took a cinematic approach to show admiration for British eccentricity – its ability to recast the familiar in the light of the strange, while refusing to be either. Creative Direction by Andreas Neophytou.

Creative direction for the debut print edition of Nataal Magazine, highlighting the Maki Oh 2018 ready-to-wear collection. In collaboration with Micaiah Carter and Ian McRae. 

Music video treatment and creative direction for Lauren Jauregui’s hit single, Lento, which has amassed over 17 million views. I commissioned Dawit N.M. to direct the music video and Rahim Fortune to shoot the single cover art and BTS set capture. 

Art Direction for Canada Goose's first global rainwear campaign – we go to five cities around the world and ask photographers based in each to show us city life in Spring. Each photographer is outfitted with hero pieces from the Spring Collection, showing us how staying dry, sheltered and warm allows them to be in the right place at the right time to capture their unique perspective of their city. 

Curated Culture is a two issue publication dedicated to making known Black artists whose work addresses issues of race, sex and the historical identity of Blacks in contemporary American culture. These publications are self published and printed on solar white classic linen paper. 

Kopari wants to be the best, most desired luxury coconut skincare and lifestyle brand in the world. To get there, Kopari is bringing its unique, luxurious and fun Coconut Powered Beauty to the masses by launching its largest campaign to date — Meet Me in Kopari.

Miscellaneous design work over the years...