Treat your top drawer.

Art Direction, Product Photography, Photo Editing & Retouching

SAXX

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SAXX 〰️ 

For the 2023 SAXX Evergreen Campaign, the goal was to develop product photography suitable across various platforms and multiple seasons, striking a visual balance between elevated and approachable. 
                                                                                                                                           There was already a solid selection of imagery featuring models in both studio and lifestyle settings, so the challenge here was to bring that same style and energy into product photography. I wanted the images to evoke a sense of familiarity by showcasing the products in a home environment in scenes such as getting ready for a night out, morning afters & laundry day with a twist.
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To bring in Saxx's cheeky personality to the forefront, I incorporated the brand's high flash style, and added diverse textures and props to bring the premium feel throughout the scenes. The end result was a collection of images that effectively conveyed the desired aesthetic, marrying elevated elements with an approachable feel. The campaign succeeded in not just showcasing the products but also in telling a story that resonated with the audience.
The campaign photos were launched in Macy’s stores across the United States including their biggest store in New York City, OOH ads throughout NYC streets as well as a Hudson's Bay launch in Toronto. They are also shown in SAXX's emails , social media, and homepage.
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