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THE BAY

Back to School

Art Direction


FOR THEIR 2022 BACK TO SCHOOL CAMPAIGN, The Bay wanted simple images with a playful energy. On-figure images were photographed on a wide lens for a subtle exagerration of proportions with high-key lighting for defined shadows. The clear horizon line helps to anchor the images and adds an element of spatial delineation. Props were chosen to playfully reference a classroom setting while model direction brought a sense of movement, energy, and personality to the images.

That same sense of playfulness and movement was brought in through prop styling in off-figure images: flying backpacks, bag handles twisting in the air, and levitating shoes.

ON-FIGURE
PHOTOGRAPHER: Nelson Huang
ASSISTANTS: Sara Fleiszig and Ness Devos
PROP STYLIST: Caitlin Doherty
STYLIST: Kat Flanagan
HAIR & MAKEUP: Elena Pacienza

OFF-FIGURE
PHOTOGRAPHY: Mark Schultz and Anna Galati
PROP STYLIST: Dee Connolly
RETOUCHING: Robin Geven

CREATIVE DIRECTOR: Jody Sugrue
SENIOR ART DIRECTOR: Maria Rosales
PRODUCER: Ashley Chu




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