K&G Prom 2025: Prom in Focus
Prom in Focus responded to consumer feedback with a cleaner, studio-first approach that brought attention back to the clothes. Colorful backdrops, movement-driven posing, and a mix of models and creators showed teens how the formalwear looked, moved, and could be styled, while creating flexible assets for seasonal marketing channels.
MY ROLE
Developed the Prom in Focus campaign concept
Led creative and art direction for the studio shoot
Cast a mix of professional models and creators
Directed styling, movement, posing, and image direction
Curated final selects and guided retouching
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After the previous year’s location-based campaign felt visually overwhelming to the audience, we shifted to a more focused studio approach. The goal was to remove distractions, simplify the visual system, and help shoppers clearly see the clothes, styling options, and movement of each look.
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Color-blocked backdrops, clean lighting, and movement-driven posing created a flexible visual system that kept the formalwear clear, expressive, and easy to adapt across seasonal marketing channels.
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The cast blended professional models with creators, connecting the campaign to a social-first audience while keeping the imagery polished enough for broader brand channels.
Graphic Design: Elliot Morado
