: advertising : print : web
PHOTOGRAPHY: Terry Richardson
STYLING: Laura Ferrara
HAIR: Duffy
MAKE UP: Frank B.
SET DESIGN: Andy Harman
MODELS: Karolina Kurkova, Alenis Soza
The campaign for Loft launched with a life-style idea. We identified who the woman was and what her life was about. Shot in several locations in New York City, we captured moments of her day. Once established, the life-style campaign was visually stripped and gained a modern look with a new photography team. In the third phase, advertising allowed the product to speak louder, model and product moved into the center of attention.