Art direction and production for Aella's SS18 Campaign. The scope of work was to refine the brand's DNA. Capture the AELLA woman, who likes classic, beautiful and modern imagery with a natural setting & lighting that speaks to a real life lived. The AELLA woman is timeless, confident and sassy.
Production included executing all aspects of the shoot from model castings, scouting and securing location including permits, hiring photographer and day-of managment.
Usage for website, social, look books and dedicated emails to ensure that Aella's offering during this season is inspiring, and images can be editorialised for the customer to know how to wear each piece.