Creative Direction, Art Direction & Photography
ApriL Paris - Valentine's Collection
Love is not subtle. It arrives in red, in excess, in the pleasure of giving something beautifully wrapped. For ApriL's Valentine's campaign, I wanted to make that feeling physical. Not just a product shoot. A set you could fall into.
The set was built from scratch. Paper hearts folded by hand, layered in gradients of red and blush pink, scattered and stacked until the frame felt full of intention. Every product placement was considered (the gift boxes, the palette, the little organza bag), arranged the way you'd arrange things for someone you love.
Two moods, same collection. Flat lays for the detail, angles for the drama. The pink held everything soft. The red held everything bold. Nothing was left to chance.
