This was the biggest campaign I had shot to date. Carte Blanche was dropping their 013 collection: a line that blended athletic club heritage with modern streetwear. The kind of brand that understands the difference between making clothes and building culture. When they brought me on, the brief was simple: make it cinematic, make it warm, make it sell.
We shot across multiple locations: a rustic cabin, open fields, and intimate indoor settings. Every environment was chosen to complement the earth-tone palette of the collection. We wanted that raw, lived-in quality. No sterile studio setups. No forced energy. Just real moments in real spaces.
The models were natural, not posed. We shot with intention but left room for the in-between moments: the ones where someone adjusts a collar or looks off into the distance. That's where the magic lives. The clothes told the story. We just had to put them in the right frame.
Every shot was engineered with the campaign rollout in mind. This wasn't a lookbook for the sake of it. The content was built from day one to sell, not just look good on a feed. We mapped each image to a specific placement: hero banners, carousel posts, story sequences, product detail shots for the site.
The result spoke for itself. The 013 drop sold out. The content pulled over 1.6 million views across platforms. That's what happens when creative direction and commercial strategy are built into the same process from the start.
