The bigger the challenge, the better for us at Crème. So when online fashion brand I SAW IT FIRST approached us to create a full-scale SS18 campaign, including TV advert, website and social imagery plus an OOH campaign, we couldn’t wait to get stuck in!


Full project management - from start to finish - including concept creation (offering 4 for the client to choose from), art direction, location scouting, photography, all shoot production, model selection and full client management throughout, was applied. 


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We headed to sunny L.A. with in-house photographer, Katie Nattrass-Daniels, art director Emma Nattrass-Daniels and videographer Ryan Nicholas to ensure the best possible campaign assets were produced.


After a thorough selection process, a tropical house-haven was the final location of choice - in hopes of producing some beautiful summer shots in and around the pool, garden and house exterior. Playing with shadows and that unique, golden Californian light, we shot a total of 28 looks (yes, you read that right!) in one day. Finishing with staple evening-wear styles and a few fun festival looks as the sun set.


The post production package was done by the Crème team, including retouching, three separate video edits with music to match, along with TV sponsorship idents.


The Crème content team also worked in post-production with the I Saw it First team to produce supporting copy and campaign messaging to sit alongside the imagery and video for website, social and OOH usage.  


Photography: Katie Nattrass-Daniels
Project Management & Shoot Production: Crème Creative
Video: Ryan Nicholas  / Hair & Makeup: Meg Lindow / Styling: Holly Grocott


Behind The Scenes