During the lockdown, I received an invitation to collaborate with the brand and bring to life the Flora collection campaign. My role encompassed defining the visual concept, creating a moodboard, and directing photography, video, styling, makeup, and the overall communication strategy for the brand. Flora is a collection inspired by botanical florals and the beauty of organic forms, evoking intimacy, vintage charm, and a sober atmosphere that celebrates the simplicity of life.

To create the collection's visual identity, I aimed to infuse a dreamy and bucolic atmosphere while maintaining a bold and modern graphic line. I carefully selected a typography that delicately merged the essence of the collection with contemporary ligatures. The choice of the vibrant yellow color was a nod to the typographies found in the works of great directors like Wes Anderson and Tim Burton, who both embrace fantasy in their productions. Moreover, the color represents the brand's communication of optimism and love for summer.

The campaign video served as the centerpiece of our work with Morena Jambo. Following the established mood, I guided a team of photographers and videographers, drawing inspiration from the song "Flora" by Gilberto Gil, a cherished favorite of the brand owner's grandmother.Designing the set for LookBook photographs was an important aspect, aiming to achieve an organic and serene feel. Earthy tones, fallen cloths, dried flowers, branches, and accessories that complemented the collection's aesthetics were carefully arranged.

After the highly anticipated photoshoot, our work shifted to communication. Developing a comprehensive communication strategy, we restructured the brand's social media presence, imbuing it with the same mood and design. We also bolstered the brand's digital footprint by launching a new e-commerce site on the Shopify platform.

For social media content, I created numerous mini videos for posts and Stories, aiming to captivate and convey the collection's modern yet romantic atmosphere.

It was a gratifying experience to work on the design, visuals, and communication of this collection, assuming both conceptual and practical responsibilities.

Fashion Design: @yasmine.s.art_ @mafaldaarezmesquita
Art Direction and Graphic Design: Victor Galvão
Filmaking; @shaunmichadl.rec
Lookbook Pictures: @cascaisphotos @luisnunesphotography
Analog Pictures: Victor Galvão
MUA: @kiss_my_brush
Joias: @gemajewelrystudio