The Mohair Collection
WINTER 2022 CAMPAIGN
Brand: Maiden Home
Creative Director: Lenay Johnson
Art Direction: Natasha Louise King
Styling: Mariana Marcki
Photographer: Ryan Page
OVERVIEW
In an ode to one of the most luxurious materials offered by the brand, we created an editorial campaign to showcase its beauty. Using nature as our muse, four new colorways of the mohair collection were highlighted through a photo essay color study.
MY SCOPE
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CREATIVE STRATEGY
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MERCHANDISING
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EDITORIAL CONCEPT & COPY
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PHOTOSHOOTS (EDITORIAL)
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POST PRODUCTION
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ASSET STRATEGY
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USER EXPERIENCE
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PRODUCT STORYTELLING
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DESIGN DIRECTION
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BUDGET
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CREATIVE TEAM MANAGEMENT
CONCEPT
With four new color additions launching to the mohair collection, I created a visual narrative to highlight each hue using the natural and architectural beauty exuded from high-end floral design. The initial concept was to collaborate with a famed floral designer for the project, but time and budget constraints limited us to in-house expertise. Nevertheless, the project prevailed beautifully.
EDITORIAL PHOTOGRAPHY & COPYWRITING
Rather than using rendered furniture photography to introduce new colorways, I planned a small, budget-conscious in-house studio shoot to get artful. Utilizing the natural art form of floral design, each colorway would be introduced through an inspirational still-life scene. The still-life photo illuminated the beauty of the mohair color and luster, using statement florals atop draped mohair material, bringing the hue to life.
We then paired the still-life photo of each hue with an equally architectural product shot—using our stool collection featured in mohair to keep a small footprint in a tight, in-office studio. The result was both artful narrative and product sell, highlighting mohair as an aspirational material for the design-obsessed home. All in a day's work!
Serene, wooded, lush. A soft, earthy green reminiscent of the natural world and all its beauty. The color of a verdant forest floor with a refined sensibility. Pairs beautifully with coffee wood finishes.
Moss Mohair
Classic, majestic, refined. An evocative shade of the evening sea. Depth and complexity add a hint of mystery to its versatile harmony. Pairs beautifully with pecan wood finishes.
Peony Mohair
Graceful, soft, alluring. A subtle, rosy neutral displaying a touch of petal-like intrigue within its dusty undertones. Pairs beautifully with driftwood and greywash wood finishes.
Chocolate Mohair
Rich, indulgent, sophisticated. A hue of subtle drama, with a balance of neutrality. Deep cocoa tones give a classic, cosmopolitan feel. Pairs beautifully with charcoal wood finishes.
CAMPAIGN PRODUCTION, DESIGN & COPY
LANDING PAGE
To echo the architectural beauty of the photo assets, the design and layout direction prioritized negative space. The copy balanced the layout and imagery with a romantic, immersive tone.
SELECT SOCIAL
BTS
