VELO WINTER 2024

FOR VELO, A NICOTINE PRODUCT, I PLANNED A SHOOT WITH THEIR THEME ‘WEIRDLY WONDERFUL’. THE AIM WAS TO SHOW PEOPLE WHO RADIATE JOY, EMBRACE LIFE AND ARE FUN TO BE WITH.

THE PRODUCTION TOOK PLACE OVER TWO DAYS, WITH THREE LOCATION CHANGES PER DAY. TO MAXIMISE EFFICIENCY, I STRATEGICALLY CHOSE LOCATIONS CLOSE TO EACH OTHER TO MINIMISE TRAVEL TIME AND FOCUS ON THE CONTENT OF THE SHOOT. IT WAS IMPORTANT TO FIND MODELS AGED 25+ AND THE MOOD BOARD, WHICH SET THE CREATIVE DIRECTION, HAD TO BE APPROVED MONTHS IN ADVANCE. THE RESULT WAS A FAST-PACED BUT CAREFULLY PLANNED PRODUCTION THAT DELIVERED DYNAMIC, ENGAGING IMAGERY THAT DID JUSTICE TO THE UNIQUE ATMOSPHERE OF THE BRAND.