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Case Study #76: LUX NYC Production

lux influencers

Lux is a high-end Japanese hair care brand with an overall theme, "My Time to Shine". The theme focused on empowerment, discovery and friendship in classic New York spots. We captured 7 brand ambassadors in several locations over the course of the one-day event. This was the first time that the brand had a creative director on this type of shoot to ensure an overall picture. The creative challenge was to manage a series of relatable, youthful, candid moments in a cafe, classic NY street scene and a rooftop location, all while coordinating propping and wardrobe to accommodate the location and multiple shot requests as well as behind the scenes during prep time. The imagery served as a vehicle for the influencers to share stories with current and new audiences.

Client: Unilever
Producer: Matador Productions
Photographer: Anna Wolf
2nd Shooter: Caroline Petters
Wardrobe: Ye Young Kim
Prop Stylist: Kerry Reardon