Project type

Campaign

Role

Director, producer & photographer

Date

SS '25

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A multi-location lifestyle campaign shot across urban streets, sand dunes, and intimate interiors. The brief: make organic kombucha feel like the social currency of a generation that doesn't need alcohol to have a good time.

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Direction leaned into spontaneous energy, talent was guided toward real interaction rather than posed performance, keeping hands busy, eyes wandering, bodies overlapping. The fisheye lens was a deliberate tool throughout: used selectively to warp architectural verticals on the Albert Heijn corner, compress figures in the dune sequence, and push product moments into tactile close range. It gives the campaign a slightly unhinged, joyful intimacy, like you're always one step inside the frame.

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Lighting was largely available and pushed rather than corrected: the bleached coastal sky, the tungsten warmth of the wooden interior, the blown-out summer blue overhead. Color temperature shifts intentionally between panels, letting each location breathe its own mood while the consistent can design stitches the grid together.