BRIEF

Assume the role of Creative Director, leading an advertising campaign from concept to execution. Develop a comprehensive proposal for a brand of my choice that conveys a clear and relevant campaign idea, supported by strong visual direction and brand research. The proposal includes campaign concept, model, photographer, and location selection, shot list, story board, production schedule, and visual references. The goal is to create a proposal that could be handed off to a production team, demonstrating both creative vision and practical planning.

CONCEPT

Inspired by Ben Gorham's personal philosophy on the relationship between art and commerce, I decided to explore the balance between commercial product photography and art by analyzing and interpreting the visual motifs of the brand. This analysis led to the development of a campaign that prioritizes ambiguity and mood, allowing viewers to connect emotionally, rather than being guided by explicit narratives or product shots.

“With consumer goods people think there is this need to completely explain what they are selling someone; they think if people understand it they’ll buy it. In art it’s different because if the subject is completely understood, there is a tension lost and it makes the art less interesting”.

– Ben Gorham, Bryedo

PROCESS

I utilized in-camera effects, such as lens obstruction and distortion.
I also applied post-effects by printing, scanning, and layering images over each other to create textures and illusions. The result is campaign imagery that is visceral, raw, and emotionally resonant.

FINAL MOCKUPS

BRIEF

CONCEPT

PROCESS

I utilized in-camera effects, such as lens obstruction and distortion. I also applied post-effects by printing, scanning, and layering images over each other to create textures and illusions. The result is campaign imagery that is visceral, raw, and emotionally resonant.

FINAL MOCKUPS

I utilized in-camera effects, such as lens obstruction and distortion.
I also applied post-effects by printing, scanning, and layering images over each other to create textures and illusions. The result is campaign imagery that is visceral, raw, and emotionally resonant.