WWAKE, a New York-based delicate fine jewelry brand, tasked us with developing creative for its brazenly nonconforming bridal line, FUTURES. The collection represents traditions we take and the traditions we break—embodying the universal feeling of finding what is right for you. For this campaign, we explored the bridal line through the stories of three (3) artists, and how reshaping their cultural traditions have energized their creative work today. With this creative approach, the goal was to foster deeper connection with its community by way of partnering with creators who embody the spirit and ethos of the FUTURES collection. For this project, I pitched the creative concept, managed the project development and co-creative directed the campaign.
The campaign included one (1) full length hero film, and three (3) 15 second cut downs that speak to each of the artist’s mediums—highlighting how both inherited traditions guide them and newly created customs arise through their work. Campaign deliverables (photo + video) were used across social platforms, online and paid ads.
Born on the tropical island of Honduras, Botanical Artist Lutfi Janania found stimulation in his lush surroundings, in his hometown, San Pedro Sula. For FUTURES, Lutfi explains how botanicals allow him to express ideas of life and further investigate thoughts around creation and propagation.
Born on the tropical island of Honduras, Botanical Artist Lutfi Janania found stimulation in his lush surroundings, in his hometown, San Pedro Sula. For FUTURES, Lutfi explains how botanicals allow him to express ideas of life and further investigate thoughts around creation and propagation.
Utilizing food as her own muse and mode of expression, Chef Tara Thomas, a culinary artist based in New York City, travels and develops a palette and creative fusion cuisine. For FUTURES, Tara takes us through her theories and traditions around food and imparts insight on how her customs intersect with her art.
Jess Hu is a Seattle native who seeks to break social stigmas through the art of dance, painting a new picture of what an artist of any form is capable of. For FUTURES, Jess explores the philosophies that guide her movement practice and shares her desire to break tradition and create new pathways as an artist.
Credits: Client WWAKE, WWAKE Founder/Designer, Wing Yao | Creative Direction Moya Annece & Ashley Cimone | Photographer Myesha Evon | Director Anthony Prince Leslie | Production Company Equator Production | Talent Lutfi Janania, Tara Thomas, Jess Hu | Production Assistant Chanel Hinds, Sarah Maria
