strategy - art buying and casting - production - art direction

STYLEBYSA --
Redefined and Relaunched for Woolworths

A decade later we redefined and relaunched the series through a community build strategy – monthly mini-campaigns, self-ideated, styled and shot by South African trailblazers; briefed, brainstormed and curated by us.

Bee
Diamond
head

“I feel like this badass machine that is so well-oiled and so shiny, and so taken care of.

Oli
‘Scumboy’
Pohorile

“I’m always looking to juxtapose nature with urban environments; so cinder blocks and nature intertwine. Kind of like Cape Town, actually.”

Maps
Maponyane

Yanga
Yaya

Louw
and Rharha

personal project

The Act of
Getting
Dressed

We explored notions of clothing and identity, plus the often overlooked but very universal – everyday – act of ‘getting dressed’. we also wanted to investigate the potential for shifting notions of beauty/perfection/meaning through abstraction and figuration – paying close attention to close ups, crops, the use of shutter speed and make up.

strategy - trend research - creative direction - styling - casting - production

2500 IMAGES
6 SEASONS
1 BRAND

South Africa’s favourite multi-faceted retail destination:

WOOLWORTHS

strategy - creative direction - styling - casting

There’s Nothing Basic About Basics

Elevated essentials for Woolworths.