French Abroad , Lifestyle Brand Launch
Lifestyle Brand Launch for French Abroad, shot in London.
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9 photosCase Study
French Abroad is a lifestyle apparel brand for the French expatriate community. The founder needed a complete visual system to take it from concept to market.
The Brief
The inaugural campaign for French Abroad: hero film, editorial stills, e-commerce photography, and social assets, refined without losing the warmth of the expatriate story.
The Challenge
No existing assets, everything built from zero. The brand sits between streetwear and lifestyle, and casting had to read as French expat without becoming a stereotype.
The Approach
Visual strategy steered toward a refined lifestyle tone over raw streetwear. London locations chosen for cosmopolitan readability without city clichés. Casting drawn from real expat community members.
The Execution
One tightly sequenced shoot. Locations, casting, and wardrobe locked in pre-production. On the day, dual-format capture across multiple London locations, switching between hero film and editorial stills.
The Outcome
A turnkey asset library: hero film, structured photo suite for editorial and e-commerce, plus BTS for social. The founder went to market with a coherent identity from day one.
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