During my time as a Studio manager and Art director for Best & Less retailer in Australia I was responsible for the overall look & feel of seasonal campaigns. On this occasion the latest underwear collection needed to feel feminine, beautiful, and delicate. ‘Like a soft breeze’, was the brief I received.
Working at Best & Less was usually a creative challenge as the product was one of the lowest price points in the market however, the creative needed to look appealing and engaging.
CONCEPT DEVELOPMENT AND ART DIRECTION
BEST & LESS
The art direction approach I took reflected the soft tones of nature and the natural movement of the female body.
I wanted to represent this visually through organic forms, mellow waves and a seductive innocence attitude in the talent shoot. The palette colour came naturally to me with pastel tones inspired by dry nature and skin tones.
The final look & feel felt feminine, natural and calming.