Women’s fashion
Role: Art Director
Client: Farmers Department Store
Creative direction | art direction | graphic design
It's a beautiful autumnal day. Wearing beanies, denim, jackets and scarves, three friends take a walk and clamber over an old stone wall. The hero shot for the Zest Autumn/Winter Collection embodies friendship, comfort, and adventure. After scouting the location and refining the clothing selection with the fashion retail team, the 2020 campaign for Farmers Department Stores was shot at Ambury Regional Park in Auckland. The shots were used nationwide throughout Farmers Department Stores Aotearoa New Zealand, for in-store POS, TVC, and Digital and printed catalogues.
Kids’ fashion
Role: Art Director
Client: Farmers Department Store
Creative direction | art direction | graphic design
Shooting the new season Teeny Weeny branded kids clothes for Farmers Department Stores NZ; I was looking for great energy and connection. And I had the perfect candidates in my daughter and her best friend, Zac. Their best friend vibe, rather than a familial relationship, made their interactions on camera authentic and realistic. Tasked with shooting autumn and winter fashion on a hot summer day in Auckland, the kids' well-being was paramount, particularly ensuring they stayed hydrated. I continuously doused the backdrop, Barry Curtis Park, Skatepark & Playground, to create that autumnal "just rained" aesthetic.
