Emerging apparel — e-commerce
Indigold: A full F/W launch campaign, built from zero.
Directed and produced the entire Fall/Winter editorial campaign for Indigold's initial launch — campaign imagery and brand film included — so the label opened with a complete visual world.
Full F/W
Editorial campaign
0 → launch
Imagery bank + brand film
One direction
Consistent world across every asset
Scope
- Creative direction
- Editorial campaign imagery
- Brand film
- AI production
Pre-launch build
The problem
A new label with no imagery bank, no proven creative angles, and a hard launch date. Traditional production would have consumed the entire first-year marketing budget.
What we did
- 01Set a single art direction — palette, styling, light — before producing anything.
- 02Produced the full F/W editorial campaign, including hero imagery and a brand film.
- 03Created a multi-format library covering hero, lifestyle and product-focused frames.
- 04Used AI production to fill cutdowns and variants so the library could stretch across placements without re-shooting.
Funnel: before and after
Stage by stage.
Awareness
Before
No campaign imagery or brand film
After
A full editorial set and motion piece ready for launch
The label opened with the depth of an established house.
Consideration
Before
Product shots on white
After
In-world lifestyle frames that carry the brand
Every frame reads intentional, not new.
Conversion
Before
Launch dependent on one shoot date
After
Assets produced and iterated without re-shoots
Creative refresh no longer blocks the media plan.
Indigold launched with a complete F/W visual identity — editorial stills, brand film, and placement-ready variants — all from one consistent direction.