Sun Road — A California Stop
Get to Know
The Project
“Sun Road — A California Stop” was a bold and emblematic summer campaign set against the stunning natural backdrop of Joshua Tree, California. Featuring global influencer Camila Coelho, the campaign fused the spirit of the Western desert with a timeless, fashion-forward aesthetic, crafting a visual narrative of freedom, authenticity, and escape.
This project was designed to tap into the allure of California’s desert landscape, capturing the essence of a true desert escape: sun-drenched moments, raw beauty, and a call to disconnect from the ordinary. Through trend-driven looks and elevated storytelling, the campaign positioned the Summer 2024 collection as both aspirational and effortlessly wearable.
Desert Escape • Ranchcore • Trend-driven aesthetic
The Challenges
Just before flying to California, the production faced an unexpected shift. Our confirmed location suddenly fell through, so I stepped in to renegotiate while also securing a second option to keep the campaign alive and on schedule.
Nature added its own twist with strong desert winds that made shooting swimwear and loungewear particularly complex. Through quick adjustments in timing, camera angles, and styling tricks, we captured the essence of the campaign — spontaneous, sun-soaked, and free.
My Role
Research, production, art direction, content creation, design.
The Results
The Credits
Creative Director: Michele Gevaerd Pereira
Production: Lahis Müller & Mariana Zucco
Photography: Ricardo Jair
Photography Assistant: João Brinhosa
Video: Cole Kiburz
Video Assistant: Johnathan Chriest
Models: Camila Coelho, Isabel Blancart & Josie Redmond