Uniformed World Creative Class of 2025 campaign and look book feat
Funa Maduka, Director and Writer, with opera glasses / Alena King, Creative Director, with daughter’s drawings / Haein Dorin, Brand Builder, with grandmother’s fan / Helena Dong, Experiential AD, with Voyager Golden Record / Jess Hu, Choreographer and Model, with MPC controller / Kathleen Hou, Editor, with vintage Elle collection / YJ Lee, Writer, with NYFW invitation / Valerie Celis, Model, with Irving Penn print / Leah Kim Thompson, Actor, with Minari screenplay / Jess Tran, Photographer and Writer, with Mamiya camera
NY, NY
Concept, Creative Direction, Creative Production, Casting
A community-centric brand campaign and lookbook built around an intimate network of creative women within the brand's ecosystem. The creative direction centered on personal storytelling, inviting each talent to incorporate a deeply meaningful personal artifact into the narrative. This approach served a dual strategic purpose: celebrating the brand's foundational community through genuine, humanized portraiture, while organically expanding brand awareness via cross-pollinating the audiences of the featured talents.
