Design + Art Direction
2025
creative direction
My Role(s): Creative Director
Agency: Tag Worldwide
Creative Director/Copywriter: Mike Shaffer
Director/Photographer: Sammy Rawal
DP: Viktor Čahok
Stylist: Matthew Chow
Assistant Stylist: Simon Harvey
Key HMU: Mila Victoria
Assistant HMU: Celeste Russouw, Emma Rafizadeh
Digitech: Rosanna U
Photo Assistant/Grip: Amanda Michelle, Jonathan Ford
Models: Anthony Piccirillo, Mizuki Moore, Lisbella Lima
Capturing the energy of a night you can’t quite remember, but know you’ll never forget. For this campaign, the creative direction pairs the nostalgic, high-flash energy of early 2000s point-and-shoot photography with a sophisticated, modern street-style edge. Fluorescent-toned streaks of motion blur frame head-to-toe looks for both men and women, evoking a fun, festive, and unapologetically confident mood.
Designed to resonate with a style-conscious Gen Z and younger Millennial audience, the result is an aspirational yet highly accessible showcase of premium, core pieces, captured in a raw, "It-girl" aesthetic that elevates seasonal party dressing into an effortless lifestyle statement.