CREATIVE DIRECTION, PHOTOSHOOT, STYLING
Client: friend + folk
The Ask:
Capture the cozy, nostalgic magic of camp — but make it grown-up. For the launch of friend + folk, a size-inclusive sweatsuit brand made in Los Angeles, the goal was to create a welcoming, elevated vibe that felt as comfortable and real as the pieces themselves.
The Answer:
We brought camp to life—literally. Taking over a dreamy cabin in Big Bear, I led creative direction and styling for the launch shoot, casting a diverse group of models to reflect the brand’s inclusive ethos. The cabin became our playground: wood-paneled walls, vintage board games, and soft morning light set the scene for an elevated-yet-cozy campaign that felt like a sleepaway dream.
To round out the visual story, we followed with clean, standard e-commerce photography in an LA studio, ensuring the brand was represented both emotionally and functionally across platforms. From lookbook to website, every image invited viewers to settle in, stay awhile, and feel right at home.
