Charles & Keith

Responding to CHARLES & KEITH's Summer's Calling: Picnic Day campaign, the brief centred around creating creator-led social content featuring the Calla Woven Bag. Rather than following a traditional UGC format, I approached the campaign as a lifestyle editorial, transforming the brief into a more cinematic and story-driven experience while staying true to the brand's visual direction. Collaborating with creator Wan, I developed and produced a reel alongside a series of product photographs that captured the feeling of modern summer rituals, coastal minimalism, and quiet moments outdoors. The project focused on creating authentic visual storytelling that felt aspirational yet natural, bringing the campaign to life through mood, movement, and human connection rather than product placement alone.