We crafted this edit months ago, with the anticipation that we’d all be spending summer per usual (à la jet-setting and soirees). Nevertheless, the pieces we so carefully curated will spice up any wardrobe for this summer and those to come. But, what makes this season different than those in the past is far beyond anything tangible.
In support of the stay-at-home order here in Los Angeles, we made the conscious decision to reinvent the way we typically shoot our campaigns. We enlisted our talented photographer, Jason, and his wife Sydney (who’s also a model!) to make our summer box come to life—from their own home. That meant weeks worth of prep leading up to the shoot, a detailed shot list, and live creative direction while "on set". Our team was with them, every step of the way—virtually, of course.
Historically, our campaign shoots take place over the span of two days, with a full creative team and crew on set. Think models, make up artist, stylist, prop designer, photographer, videographer, digital tech—the list goes on. Given this season's unexpected and challenging process, we dedicated an entire week to capture our summer campaign to make sure we were putting our best foot forward.
While the days filled up with phone calls, FaceTimes, and live group chat text messages, our team didn't skip a beat. Everything from deciding how to capture the texture of the Grown Alchemist moisturizer, instructions on the many ways to wear the Peter Som sarong, to suggesting different angles to shoot Sydney was covered over the phone entirely. Jason and Sydney's three daughters even made appearances in creative team meetings and pulled up a seat to dad's desk to help with final cuts. And lucky for us, our photographer-model duo's backyard and pool were the perfect setting to capture the true essence of summer. We could not have scouted a better location ourselves!
One takeaway we gathered from our all-virtual photoshoot experience was that this team can pull off anything, even at a physical distance. We were reminded that humanity, humility, and teamwork all make for success. Plus, making lemonade from lemons is much easier when you have a helping hand. Follow along for an exclusive behind the scenes look at how we pulled off our summer campaign and some of the amazing people who made it happen.
Our model, Sydney, after finishing her hair and makeup before the shoot kicked off.
Jason's photo assistant (aka his daughter) hard at work!
One of many texts of approval from our creative team's group chat.
A gorgeous shot of Sydney, taken by Jason in their yard.