Editorial Campaign 2024
Art direction and photography for lifestyle brand's fall campaign, shot on location across three cities with a focus on authentic moments and natural light.
CLIENT
Lifestyle Co.
SERVICES
Photography, Art Direction, Campaign
YEAR
2024
Overview
Lifestyle Co. wanted to move away from traditional studio photography and create a campaign that felt genuine and relatable. The brief called for images that captured real moments, natural expressions, and the authentic experience of wearing their products.
We traveled to New York, Los Angeles, and Portland, working with local talent and shooting in natural environments. The result is a collection of images that feel spontaneous and real while maintaining the brand's premium aesthetic.
Approach
Rather than heavily art directing each shot, we created scenarios and let moments unfold naturally. We worked exclusively with natural light, shooting during golden hour and using reflectors to shape the light when needed.
The casting process focused on finding people with genuine style and personality. We wanted faces that felt familiar and approachable, not traditional models. This authenticity is what makes the campaign resonate with the brand's audience.
Results
2.5M
Social media impressions
180%
Increase in engagement
35%
Sales increase during campaign