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Bringing Creative Ideas to Life: Outerwear Photoshoot

Getting to hold an invitation you designed, wear clothes with graphics you made, or in this case - seeing photographs created around your concept is always exciting and incredibly satisfying. I think that is why I gravitate towards print based design - to create something tangible and produced on a mass scale makes my creative soul feel full. Keep reading to find out what it takes to bring your creative ideas to life.

The Brand:

RYU Apparel (Respect Your Universe)
Creators of urban athletic apparel.

The Creative Brief:

The winter campaign featured the brand's range of outerwear. We arranged a photoshoot to create the imagery to be used for the print, web and social graphics for the season.

Photoshoot #1 | Holiday Themed Imagery



For the Holiday season, most brands go for classic red and green tones or a Christmas angle. It was tricky to come up with an idea for RYU that was "holiday" without being "kitschy," and "festive" while still maintaining the brand's minimal/subtle aesthetic. I decided to create a warm toned palette with soft lighting effects, bokeh photography, and a creative use of focus.


Photoshoot #2 | Winter Themed Imagery

INSPIRATION | MOODBOARDWinter-Campaign-West-Emerald-Photoshoot


The winter themed campaign was launched after the holiday campaign, but featured the same products and models. To create a contrast, I went for a cool toned palette with bright whites, and muted blues to reference the season without distracting from the apparel. To create visual interest and a creative focal range, fake snow was incorporated on-set. #saltbae.


Photographer: Anthony Redpath
Models: Praise Vaughn & Tyson Gillies
Hair & Makeup: Christina Petry
On-Set Creative Direction: David Belanger & Tom Ravenhill
Photo Editor: Thais Tomzhinsky

Looking For More Photoshoot Inspiration?

Campaign: Summer Lovin’ Flash Sale Design

Flash Sale Design
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Mood: Dreaming of Tropical Vibes

I think it may be something to do with this time of year – but my mind is totally consumed with wanderlust! This mood board is inspired by daydream-worthyΒ “Tropical Vibes,” based around turquoise water, fresh fruit, palm trees, and ocean breezes. To officially get myself out of winter hibernation…

Valentine’s Inspired by Rap Lyrics

Will you be my Valentine?
I am celebrating the love-filled holiday a little differently this year by designing candy conversation hearts inspired by some of the most popular rap songs. I would be lying if I said I had never picked the candies out of the package in hopes that…

Lookbook: Peak Performance Winter Outerwear

Peak Performance
Winter Outerwear Photoshoot:
Having a photography background has been an essential asset to my design career. Need to create some visuals for an upcoming campaign? Not a problem. With the support of my marketing team, I directed and shot a quick lookbook for the brand Peak Performance.

Model: Eva Navi