Goodhood Worldwide Seasonal Campaign

Digital Retouching, Graphic Design, On-Site Art Assistant & Stylist

For the Goodhood Worldwide seasonal campaign, I served as the primary on-set liaison between the creative concept and the final photographic assets. My role was multifaceted, combining creative direction with hands-on production management to ensure the visual narrative remained consistent with the brand’s core identity.

Working closely with the photographer, I provided real-time art direction to capture the gritty, authentic urban aesthetic central to the collection. I managed the shot list and site logistics, ensuring we utilised the environment, ranging from industrial shutters and textured walls to active movement shots, to highlight the versatility of the garments.

Environmental Framing: Leveraged high-contrast industrial backdrops, such as the metallic textures, to ground the collection in a realistic urban setting.
Dynamic Motion: Directed active shots, including the zipline sequence, to showcase the durability and movement of the "Worldwide" pieces.
Candid Storytelling: Focused on capturing authentic, lifestyle-driven moments, such as the car-interior shot, to build a relatable brand narrative.

I acted as the lead stylist on-site, responsible for the physical presentation of every piece in the collection. This involved complex layering, color blocking, and constant adjustments to ensure the silhouettes were represented accurately under various lighting conditions. Curating complex outfits that showcased the collection's depth, such as the hoodie and work jacket combination. Strategically pairing bold patterns with neutral staples, exemplified by the leopard-print accents and the vibrant orange-to-black contrast. And managed the "technical" side of styling, adjusting hoods, collars, and drawstrings in real-time to maintain a polished yet effortless look.

By maintaining control over both the styling and the creative direction on-site, I ensured that the resulting assets were high-quality, on-brand, and ready for seamless integration into the final retail window and digital campaign.