Back view of a woman with long brown hair wearing a cream blazer and shorts, carrying a brown leather backpack, standing next to a potted plant with green leaves.

LUXAC LIFESTYLE CAMPAIGN.

London

2021

To support the launch of LUXAC’s new website, I led the creative direction and production of a lifestyle campaign designed to establish a refined, contemporary brand identity across digital platforms.

The shoot introduced LUXAC’s expanded product offering, including a new men’s range, and required a careful balance of versatility and cohesion. Working with three models, I developed multiple looks and scouted a variety of locations to capture a series of images that felt both elevated and authentic to the brand.

From concept through to execution, I oversaw art direction, styling, and on-set coordination, ensuring each shot aligned with the visual language of the new website. The founder was present throughout the shoot, and while I maintained creative ownership, the process was highly collaborative; allowing us to refine ideas in real time and achieve a strong, shared vision.

This project highlights my ability to translate brand strategy into compelling visual content, manage end-to-end production, and create imagery that performs effectively across digital touchpoints.

  • A woman in a black leather jacket and a black-and-white patterned skirt twirls on a sidewalk next to a large tree, with a black handbag on her shoulder and black boots.

  • A man in a white dress shirt carries a black leather backpack and stands outdoors near a concrete wall with metal hooks and some green bushes.

  • Back view of a woman with brown hair, wearing a white shirt and beige shorts, standing in front of plants and a gray wall, carrying a brown leather backpack.

  • A man in a blue blazer with a black backpack standing next to a tiled wall with blue and white circular and wave patterns.

  • A man and a woman are having a conversation outdoors, both carrying leather bags, in front of a modern building with plants nearby.

  • A woman standing on a sidewalk, leaning against a white wall with greenery, wearing a black jacket, a black and white animal print skirt, black boots, and carrying a red backpack.

  • Man wearing a white shirt with a brown leather backpack standing outdoors next to large green plants, with a modern building with reflective glass windows in the background.

  • Red leather handbag hanging on a wire fence with green foliage at the bottom and a concrete wall background.

  • A man in a navy blazer and white shirt standing in front of a large blue and white mural.

  • Person with dark hair wearing a light-colored suit jacket and blue jeans carrying a large leather backpack, standing in front of a black wrought iron gate outside a red brick building.

  • A woman with long hair wearing a checked blazer and white shirt, sitting outdoors with a black leather backpack on a wooden surface.