4 WALLS & A ROOF
Matching Saint Laurent and Mark Tuan for SS23.
RESPONSIBILITIES- Full pitch creative lead, from ideation, copywriting, design, and presentation to client.
- Styling direction, Art direction.
- Production team alignment.
- On-set creative direction.
- Photo + video direction, photo editing, social + article formatting/rollout.
Ft. Mark Tuan, Joe Perri, , Miso Dam
CHALLENGE
Building on the success of the FW22 campaign, Saint Laurent was eager to amplify their efforts for SS23, accentuating the brand through storytelling that resonates with the pulse of culture.
Building on the success of the FW22 campaign, Saint Laurent was eager to amplify their efforts for SS23, accentuating the brand through storytelling that resonates with the pulse of culture.
APPROACH
Saint Laurent’s SS23 collection was about redefining and rediscovering freedom through luxury. With a formally tailored, yet subtly relaxed collection, Saint Laurent is playing at the intersection of our most recent experiences.
While the SS23 fashion show depicted the collection in open, serene space, the goal was to spotlight the flip side of luxury's role in our lives of recent years.
Saint Laurent’s SS23 collection was about redefining and rediscovering freedom through luxury. With a formally tailored, yet subtly relaxed collection, Saint Laurent is playing at the intersection of our most recent experiences.
While the SS23 fashion show depicted the collection in open, serene space, the goal was to spotlight the flip side of luxury's role in our lives of recent years.
PERSPECTIVE
Capturing our SS23 lookbook in confined, deeply tonal spaces, we showed audiences that Saint Laurent understands their struggles and is a vice towards finding the freedom they’ve long desired - telling the story of an artist, Mark Tuan, and his experience being alone within a confined space over a period of time.
Posing and posturing unfolded as the story progressed, reflecting the degradation of the mind in confinement. Duplications of Mark depicted split personality. From staring at the walls to stretching over the couch, the mix of overtly expressive posing paired with moments of extreme solitude told a story with a luxury fashion appeal.
Capturing our SS23 lookbook in confined, deeply tonal spaces, we showed audiences that Saint Laurent understands their struggles and is a vice towards finding the freedom they’ve long desired - telling the story of an artist, Mark Tuan, and his experience being alone within a confined space over a period of time.
Posing and posturing unfolded as the story progressed, reflecting the degradation of the mind in confinement. Duplications of Mark depicted split personality. From staring at the walls to stretching over the couch, the mix of overtly expressive posing paired with moments of extreme solitude told a story with a luxury fashion appeal.
