Winnie Harlow

Winnie Harlow x PUMA

This season, we took Winnie in Forever Luxe outside the gym for a look at the elevated lifestyle. We shot Winnie wearing the collection's premium pieces and the season's bags in pre- and post-gym scenarios, including drinking a smoothie outside a trendy juice bar or coffee shop, walking down the sidewalk like she's about to hit the gym, and in additional sidewalk/city settings. The vibe is cool and fashion forward, capturing real-life moments with edge.

my role

Concepted and developed the creative direction. Art directed on set around the streets of downtown LA. Leading up to the production, I worked on pitching the creative to internal stakeholders and photographers as well as narrowing down locations, props, styling, etc.