FROM STRUCTURED TO PLAYTIME
The Belcourt Collection was designed for women with busy, blended lives—young professionals moving from work to workouts to after‑hours plans. Our campaign line, “It’s big into everything. Except boundaries,” set the tone for a product launch centered on versatility and modern city living.
For the creative concept, I envisioned young female professionals moving through a full day in the city—yoga studio, office, neighborhood bar—each moment naturally integrating the Belcourt bags. I developed styling guides, pose direction, and reference boards for the photographer to ensure we captured a cohesive narrative.
On set, I art directed the shoot through the lens of our digital launch strategy. I styled the models, matched them with the right products, and scouted micro‑locations that communicated different parts of their routine—blazers outside corporate buildings, athleisure on the go, evening looks in lifestyle settings. Throughout the day, I worked closely with the photographer to ensure we captured assets optimized for the site experience, email, and social placements.
The result was a flexible visual toolkit that authentically showcased how the Belcourt Collection fits into every part of her day.
SITE ASSETS:
EXAMPLES FROM THE SHOOT:
COLLECTION LAUNCH EMAIL:
