My creative direction for the

My creative direction for the Prom 2025 campaign was a direct response to consumer feedback. After our previous year's on-location shoot was deemed overwhelming by our audience, we shifted our strategy entirely. By embracing a minimalist studio approach, we eliminated distractions and focused on what kids told us they wanted most: to see the clothes and how to wear them. This project was also strategically cast with a mix of professional models and creators to meet our social-first audience where they are, resulting in a focused and authentic visual narrative that directly serves the brand's key marketing channels.