LUMACK STUDIO

ART DIRECTION



2022-24LONDON CARIUMA SUMMER CAMPAIGN

Cariuma is a unique sneaker brand that brings together style, sustainability, and comfort. Our role in the art direction for their campaigns focused on seamlessly integrating the sneakers into natural, authentic environments, showcasing them within the lifestyles of stylish, conscious individuals. The creative vision emphasized both the comfort and the effortlessly cool appeal of the brand.

Our work involved every aspect of production, from casting and styling to location scouting, ensuring that each element reflected Cariuma’s values. We coordinated the entire process with a strong focus on time and cost efficiency, delivering campaigns that captured the essence of sustainable fashion and modern living.


SERVICES
Art Direction
Casting
Stlying
Production


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2021COPENHAGEN M.PONDE SUMMER CAMPAIGNS




The art direction assistance for the Brazilian contemporary silver jewelry brand Monica Ponde’s campaign, shot in Copenhagen in collaboration with artist Gui Pondé. It celebrated the design heritage and passion for simplicity that defines both the jewelry and the city.

The shoot focused on capturing the minimalistic beauty of the pieces, which are crafted to be genderless, within the context of Copenhagen's clean, modern architecture and serene natural surroundings. Through careful curation of the set, lighting, and styling, the imagery emphasized the sleek, sculptural qualities of the silver jewelry while echoing the Danish design philosophy of function and form. The resulting visuals balanced the elegance of the craftsmanship with the timeless, understated charm of Copenhagen, evoking a sense of quiet luxury and refined simplicity for Monica Ponde..

SERVICES
Art Direction Assistance
Styling
Production
Location scout

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2021OXFORD AULD FRIEND LAUNCH CAMPAIGN
The art direction for the gender-neutral jodhpurs campaign, shot in Oxford on a beautiful spring day, was a creative, collaborative effort on a tight budget, executed by a close-knit team of friends.

The shoot, led by photographer Ben Benoliel and costume director Gabriela Yiaxis, blended timeless British equestrian style with a modern, inclusive twist. By utilizing the natural beauty of Oxford's architecture and spring landscapes, the campaign highlighted the jodhpurs’ versatility and craftsmanship through minimalistic styling and natural lighting. The result was a set of relaxed, dynamic images that showcased the product’s fit and inclusivity while capturing the essence of the season and the spirit of the team.

SERVICES
Art Direction
Production Design

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