My role as Art Director was to plan and assist in executing the on-figure photoshoot for the all-new JENNY BIRD Summer Collection.

This collection features three capsules: one with bright beads, another including bright blue pieces, and the last featuring clean metal pieces. All three have distinct qualities that lend themselves to different visual approaches.

When looking at the pieces, I wanted to bring out the colour in a way that would create the feeling of summer. If you were to enlarge the beads, I imagined they would be reminiscent of various fruits – which became a connecting element in the campaign.

The fruit became the element to tease and draw allure to the collection launch. It allowed a moment for people to feel the vibrancy of summer ahead of their time to shop the pieces.