Seek No Further
Seek No Further
Fruit of the Loom came to us with this new brand they wanted to launch in the states. This would be something higher end. Something that would move them into new territory as a fashion brand. We went as "fashion house" as they would let us, and I'm super proud of where we ended up. Best compliment so far has been "this doesn't feel like Fruit." So I'd say that's a major win. Even snuck in some Super 8! An awesome project beginning to end.
My favorite part of this project was the freedom we had as a team to create our vision. Our Creative Director KT was great about only stepping when needed and allowing us to make the calls throughout. I felt like I grew a lot throughout just because of that alone.
The client made it clear that this was truly going to be a 360 campaign. The brand didn’t exist. So it was up to to create everything from color palette to photographic style. After weeks of thinking about where we wanted this brand to fit in we stumbled on the idea of “Be Your Own Stylist” and we were off.
With so many pieces to the puzzle I really got to get my hands dirty and wear a bunch of hats. For someone with the tendency to be a “swiss army knife” it was awesome opportunity.
During the shoot itself I got the taste of directing was able to flex a muscle I had been waiting to flex for a while. As our photographer Victoria Will captured amazing shots during the lifestyle portion of our shoot the DP and I were shoulder to shoulder trying our best to make something Fruit has never had the stones to make before. We went as far shooting Super 8 to lean even more into that fashion feel.
On top of directing, helping design the website, creating the look of our social, and handling on site interviews I got the chance to shoot my own photography that inevitably made it into the final product itself. That was huge for me as a photographer to get some work into actual produced work.