Treat your top drawer.
Art Direction, Product Photography, Photo Editing
SAXX
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SAXX 〰️
For the 2023 SAXX Evergreen Campaign, the goal was to develop product photography suitable across platforms and seasons, striking a visual balance between elevated and approachable. With an existing library of strong model-focused imagery in both studio and lifestyle settings, the challenge was to carry that same energy into product photography. I wanted the images to evoke a sense of familiarity by showcasing the products in home-inspired scenes environment in scenes - like getting ready for a night out, morning afters, and laundry day, all with a cheeky twist.
To bring Saxx's cheeky personality to the forefront, I leaned into the brand’s signature high-flash style, incorporating diverse textures and props to infuse a premium feel throughout the scenes. The result was a collection of images that balanced elevated elements with an approachable vibe, effectively telling a story that resonated with their audience while showcasing the products. The campaign photos were featured in Macy’s stores across the U.S., including their flagship in New York City, OOH ads throughout NYC streets, and a Hudson’s Bay launch in Toronto. They’ve also been spotlighted in Saxx’s emails, social media, and homepage.
