Joe Fresh 2021 Summer Campaign

Last year brands were faced with the challenge of content creation in the midst of a pandemic. I proposed two solutions, the first to emulate warm summer light, and strong cast shadows of foliage to suggest an outdoor setting. The second solution was to use warm, bright seamless colours that serve a clean environment to put the focus back on the clothing.

Role: Art Direction
Creative Direction: Colleen Henman Synyard
Photography: Leda + St.Jacques
Hair: Kristjan Hayden
Makeup: Grace Lee
Styling: Rita Liefhiebber