Project Overview: This moody beach lifestyle session is an ad campaign for ethical knitwear brand WKT. The chilly northern California beaches embody the spirit of the WKT brand. WKT creates high-end fashionable knitwear made from sustainably sourced wools. I created the images at Muir Beach, just north of San Francisco. Since this production was straight forward, I was able to execute the shoot without a big team. (During the times of Covid19, this is very helpful.)
I sourced the model, directed the styling, and handled the art direction. August is the perfect month in the San Francisco bay area to capture moody fog filled landscapes. It was very important to find a model who captures the wild and raw elegance of the WTK aesthetic. Luckily for me, one of my favorite models was visiting the states from Spain. So I jumped on the opportunity to cast her for this project.
Here are some of my favorite images:
Why choose a lifestyle session for your ad campaign
A lifestyle session is the perfect solution for your ad campaign if you want to create a real life setting. The alternative option would be a studio session, check out an example here. The goal with a lifestyle session campaign is to create images that embody the soul of your brand. They should represent real life, with an aspirational and creative twist. When I work on the art direction for a lifestyle session I focus on color theory, compositions, and styling. All of this will influence the emotion that the ad campaign will evoke.