Styling
Love & Lore
Brief: Art directed elevated e-commerce imagery for Indigo’s loungewear sub-brand, Love & Lore. The visuals were created to complement product photography on the website and serve as secondary campaign assets across digital platforms.
Concept: Captured in soft, natural light, the imagery evoked a sense of quiet intimacy and ease. The creative direction embraced a playful, voyeuristic glimpse into a person's morning—models were depicted lounging, reading, or waking up, subtly aware of being observed. This approach lent the visuals an organic, unposed quality that felt light, airy, and effortlessly fresh.
Results: The campaign elevated Indigo Books & Music’s brand image, with the imagery featured across digital platforms and in-store displays throughout the season. This approach drove a 15% increase in both in-store and online sales, strengthened the brand’s position in the lifestyle retail sector, and attracted a new audience to Indigo’s high-quality products and style.
Creative : Jess Sandobal
Photography : David Kerr
Model : Amelia Bennett
Model : Alyssa Brady
Love & Lore Homepage:
Led the creative direction and production of elevated e-commerce imagery to strengthen Indigo’s digital storytelling. Replaced mannequin-styled product shots with aspirational, model-driven photography, driving higher product sales and increasing website traffic through more compelling brand visuals.
Social Campaign:
Developed a social campaign for Indigo Books & Music that increased engagement by 10% and grew the brand’s follower base. The creative concept captured playful, unposed moments of models lounging, reading, and waking up, while Polaroid self-portraits added a layer of authenticity. This aspirational yet relatable approach strengthened Indigo’s position within the growing sleep and loungewear market.
Love & Lore BTS Videos:
Storyboarded and directed behind-the-scenes videos that captured the raw, playful energy of the campaign. Models filmed themselves on iPhones while the crew documented the process, resulting in spontaneous, authentic moments. The final edit brought the spring loungewear collection to life with a light, effortless vibe, perfectly matching the campaign's dynamic spirit.
Additional Work
Earthwork Floral Design
Figaro Apothecary