Mark & James by Badgley Mischka
From early concept through final execution, this fragrance campaign focused on building a cohesive visual system across packaging, photography, video, digital, and launch assets. The goal was to create a refined narrative that honored the heritage of the brand while introducing a modern perspective.
Creative direction centered on florals, movement, and composition, balancing softness with structure. Each decision was made to feel intentional and clear, allowing the campaign to communicate emotion without sacrificing restraint. The imagery functioned as a unified system, maintaining consistency across platforms and touchpoints.
The creative direction focused on establishing a clear campaign framework across photography, video, and packaging. The objective was to build a cohesive visual language that could support launch storytelling and brand positioning.
Imagery was developed with attention to composition, pacing, and narrative flow, creating a unified set of campaign assets rooted in consistency and clarity. The focus remained on defining a visual system rather than isolated moments.
Packaging alignment and campaign visuals were developed in parallel to ensure cohesion between product and creative direction. This approach allowed the campaign to present as a singular creative vision across all brand touchpoints.
Creative development focused on translating the concept into real production decisions across styling, set design, and photography. Direction on set centered on framing, pacing, and visual clarity, making sure each shot supported the overall campaign vision.
Collaboration with the photographer, stylist, and production team allowed the work to evolve naturally while staying aligned to the original concept. Adjustments were made throughout the shoot to refine composition, lighting, and detail, ensuring the imagery remained focused and intentional.
Final image selection prioritized clarity and balance. Each asset was chosen based on how well it supported the campaign narrative, allowing the collection of visuals to feel cohesive without becoming repetitive.
