Sasha Exeter 2021

Active Campaign

One of Joe Fresh’s longest-standing influencers launched her second activewear capsule collection this past Spring. I led the creative direction for both videos and stills campaign creative.

Photographer: David Pike
Makeup: Franceline Graham
Hair: Morgan Lovely
Styling: Jillian Vieira
Video Director: Zach Hertzman
Videographer: Adam Madzyrk
Role: Creative Direction

211026JF1103_BW_Final_04.jpg
211026JF617_RGB_Final03.jpg
211026JF1196_BW_Final_02.jpg
211026JF1428_BW_Final_02.jpg
211026JF972_RGB_Final_04.jpg
211026JF1069_RGB_Final_04.jpg
211026JF933_RGB_Final03.jpg
211026JF814_RGB_Final_04.jpg
211026JF1365_BW_Final_02.jpg
211026JF687_RGB_Final03.jpg
211026JF390_RGB_Final_04.jpg
211026JF274_RGB_Final03.jpg
211026JF1549_RGB_Final_04.jpg
211026JF177_RGB_Final03.jpg
211026JF235_RGB_Final03.jpg
 

Videos

I carried the B&W photography into the video series as a way to tease the collection before its launch. In addition to the teaser & launch videos, I developed (in collaboration with our copywriter) two ‘Behind the Scenes’ videos revealing a glimpse behind the design process of the collection and behind the shoot chronicling the making of the campaign on shoot day.

 
 
20220126_212911_edit.jpg
IMG_7809.jpg
IMG_7811.jpg
Sasha_launch_QP01_v2.jpg
Sasha_launch01.jpg
Sasha_launch02_v2.jpg