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BRAND CAMPAIGN | SPRING COLLECTION

Botanica SP25 Collection

Botanica introduced Lucchese’s Spring 2025 collection through an immersive visual world inspired by heirloom gardens, delicate florals, and quiet luxury. Built around an ethereal tea party setting, the campaign transformed product details into a seasonal narrative that balanced femininity with Lucchese’s heritage craftsmanship.

MY ROLE

Creative Direction
Art Direction
Set & Styling Direction
Photography Direction
Campaign Rollout

Move Forward Campaign Single Page Mockups.png

THE CHALLENGE

Lucchese’s spring collection required more than a traditional product launch. The challenge was creating a campaign world that could showcase multiple products while maintaining a refined luxury positioning and establishing an emotional connection to the season. The visual system needed to feel elevated and aspirational while preserving the brand’s heritage roots.

THE SOLUTION

I developed a romantic campaign concept inspired by botanical gardens, heirloom table settings, and spring rituals. I selected the Dallas Arboretum as the location to reinforce the collection’s soft color palette and floral motifs.

I directed the development of multiple environmental vignettes including tea party scenes, picnic moments, floral benches, and garden architecture to create visual variety while maintaining a cohesive world. On set, I partnered closely with photography, styling, and production teams to shape composition, lighting, model direction, and product integration across campaign assets.

THE IMPACT

  • Established a distinct seasonal visual identity for the Spring collection

  • Created a scalable campaign system used across email, digital, social, ecommerce, and experiential channels

  • Elevated product storytelling through immersive environmental design

  • Delivered a cohesive visual language across all consumer touchpoints

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