Set the campaign's entire visual register: cast direction, set treatment, palette derivation from the painted elements (instead of the clothes), botanical-element placement, and the rule that no element on the page was off-the-shelf. Every piece was produced for this campaign.

One studio production. Four cast members. Two days. Single backdrop. Four-hundred-plus frames covering hero, group, paired, and detail compositions. Cast present as themselves; real skin, real hair, no stylists in frame.

Group hero · full cast

Cast · featured frame

Cast · pair

Casting direction. Inclusive cast of two to four people per frame. Real skin, real hair, no stylists in frame. Cast present as themselves rather than as models. The casting rule was the brief.

End-to-end seasonal campaign concept and execution for Boody's 2018 basics push. Premise refused the standard "natural" iconography (no forest, no linen tents). Built the campaign on inclusive casting, painted botanicals, and a palette pulled from the illustration kit rather than the product.

Landing · dedicated

Rollout across every Boody surface for the season: social feed, dedicated landing page, email program, paid creative, and the macro-tier influencer takeover. Same palette, same cast, same painted kit, every surface. The system retired with the season.

Landing · dedicated