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Rebecca Minkoff Summer 2025
ROLE :
Director of Photography & Lead Still Photographer
SERVICES :
Photo creative direction, Still photography, Underwater fashion photography, casting, location scouting, video direction, production oversight, digital asset creation
TYPE :
Seasonal Campaign
THE ASK :
Shoot a sun-soaked summer campaign that felt fresh, airy, and elevated—marking a departure from Rebecca Minkoff’s previous visual tone. The goal was to reimagine the brand’s seasonal storytelling with warmth and ease.
THE APPROACH :
I led the creative direction across photography and video from pre-production through post, working closely with the team to establish a visual tone rooted in golden light, texture, and clarity. The use of underwater photography, shot by me, brought a fresh, unexpected perspective to the imagery. I cast the talent and selected locations that reflected a refined Mediterranean spirit—relaxed, luminous, and aspirational
OUTCOME:
The campaign was released across digital platforms and supported seasonal marketing and wholesale. With its focus on light, texture, and understated luxury, it helped signal a new creative direction for the brand.
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