AMAZON HOME // DESERT MODERN
Creative Director
Concept
Art Direction
Digital Design
Merchandising
Presenting Southwestern-inspired design through the lens of Amazon Home, complete with a customized design palette, carried through creative direction (golden-hued photography and organic forms) to product selection (classic forms in modern materials and, conversely, modern forms in classic materials).
Photography
Greg Montijo, Mike Nelson
Styling
Natasha Louise King
Photo Art Direction
Katy Kennedy, Allison Wagner
Production
F32 Productions
CONCEPT
Inspired by Jamie Hawksworth’s New Yorker photography of Michael Heizer’s Nevada-based earth art sculpture “City” sculpture, the campaign demonstrated an embracing of bringing nature indoors via domesticated earthy materials in modern forms. The below inspiration set the tone for the campaign, and informed business partners of the conceptual direction.
PARIS SUNDAY
Designed for the style-obsessed, Paris Sunday delivers versatile looks from workday-ready outfits to chic dinner ensembles. We love to experiment, so you won't find the same pieces season after season, bringing you fresh fashion finds that can mix with closet favorities,
PRODUCT
Either traditional silhouettes in modern materials or new silhouettes in traditional materials; avoiding soft-blond colors so as to not clash with the upcoming Summer campaign.
PARIS SUNDAY
Designed for the style-obsessed, Paris Sunday delivers versatile looks from workday-ready outfits to chic dinner ensembles. We love to experiment, so you won't find the same pieces season after season, bringing you fresh fashion finds that can mix with closet favorities,
PHOTOGRAPHY MOODBOARD
A photography approach led by environmental cues informed everything from the selected location to propping and post-production–and drove the concept of bringing natural elements in.
TYPE AND DESIGN MOODBOARD
Simplified shapes modernize abstract versions of desert forms in addition to updating iconic Southwestern decor. A textural overlay connects simplified forms with a hint of the handmade.
ASSETS
Shot on location in Paradise Valley, Arizona (literally within feet of Saguaro National Park) photography was treated in post, with highlights imbued a dusty yellow brown and shadows a slight amaranthine.
PARIS SUNDAY
Designed for the style-obsessed, Paris Sunday delivers versatile looks from workday-ready outfits to chic dinner ensembles. We love to experiment, so you won't find the same pieces season after season, bringing you fresh fashion finds that can mix with closet favorities,
CAMPAIGN ELEMENTS
A mix of treated photography with captured textures and worn color fields.
PARIS SUNDAY
Designed for the style-obsessed, Paris Sunday delivers versatile looks from workday-ready outfits to chic dinner ensembles. We love to experiment, so you won't find the same pieces season after season, bringing you fresh fashion finds that can mix with closet favorities,
EXECUTION
Realized through landing pages, curation headers, and off-site placements.
PARIS SUNDAY
Designed for the style-obsessed, Paris Sunday delivers versatile looks from workday-ready outfits to chic dinner ensembles. We love to experiment, so you won't find the same pieces season after season, bringing you fresh fashion finds that can mix with closet favorities,
PROJECTS
© 2024 MARCELLUS NEEL
All rights reserved.