Rescoping vision into reality
Rescoped location strategy for the Spring 2024 campaign to optimize time, budget, and creative output, resulting in expanded asset capture within a single production day.
Campaign in Motion
When the original museum location fell through days before the shoot, we pivoted quickly — securing a nearby modernist home that offered greater flexibility for both the creative and production teams.
The shift expanded our shooting window, enabling greater asset capture and a more dynamic visual approach integrating movement, environment, and architecture.
From Set to Street
Hero image featured across taxi tops and LinkNYC displays. Campaign imagery extended into a live brand environment, supported by casting I led — prioritizing a relatable, diverse mix of talent reflective of the collection's real-world audience.