FROM STRUCTURED TO PLAYTIME
"The new Belcourt Collection has the everyday range to take you from work to play. It’s big into everything. Except boundaries."
This collection is intended for women, and the brand Ebags tends to market toward young professionals. In concepting for this product launch, I wanted to work with young female models in the city where they can show different aspects of their day (ie going from the yoga studio to the office and then walking to the bar), using the Belcourt collection. I put together style sheets and potential model poses for the photographer to reference as he worked through the shoot. On the day of the photoshoot, my role was to art direct from the perspective of the digital strategy in launching this collection.
I styled the models, paired them with their product, and found locations in the city for them to pose as if going through their day. ie - blazers at the entrance to a corporate building, and workout clothes walking down the street. I also made sure the photographer was getting images that would work for the spots they were going to live on site, email, and social.
EXAMPLES FROM THE SHOOT:
COLLECTION LAUNCH EMAIL: