Paper Planes Holiday 2023 Campaign Shoot

During the summer of 2023, I directed the Paper Planes creative team for a two-day on-location shoot in Joshua Tree, California. Our mission: to craft a campaign that would elevate the brand's aesthetic for the highly anticipated release of the year. This case study will delve into the comprehensive journey of the campaign, unraveling its evolution from initial concept to final execution.

Creating The Concept

Tasked with orchestrating the campaign for ‘Paper Planes’ holiday 2023 apparel collection, my role as Art Director encompassed curating an engaging visual narrative across various digital platforms. From crafting captivating photo and video content to tailoring digital materials for social platforms and advertisements, every aspect was designed to resonate with our diverse online audience. This involved an intricate process of location scouting, model selection, story ideation, copy refinement, and steering the overall creative direction. Collaborating intensively over a two-day shoot amidst the stunning backdrop of Joshua Tree, California, demanded meticulous planning. This required a cohesive strategy with the Paper Planes marketing team, serving as a comprehensive blueprint that ensured a successful execution, detailed below.