Client
Pista
DELIVERABLES
Role
Creative Direction
// Photography · Creative Direction · Art Direction
The Loom.
"Tactile Luxury — The Velvet Collection"
PhotographyCreative DirectionArt DirectionVideography
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We moved away from high-glitz and leaned into something intimate and cinematic — velvet is tactile luxury, so every frame had to feel it.
01
Creative direction
Instead of bright, flat lighting we used soft, directional shadows to emphasise the weight and sheen of velvet. The subject was placed in a moody, grounded environment to create a visual story that feels lived-in rather than staged.
02
The aesthetic
The intricate gold detailing and plush texture of the garments were allowed to stand as natural centrepieces. No distractions — just fabric, light, and a woman who values both comfort and high-end craft.
03
Video content
Two campaign videos brought the collection to life in motion — capturing the fall and flow of velvet the way stills alone never could. Both broke 200K views organically, without paid promotion.
04
The result
The resulting imagery gave The Loom a sophisticated, editorial edge — a visual language that resonates with a woman who values both comfort and high-end craft. A content library built to carry the brand across every future seasonal release.
PhotographyCreative directionArt directionVelvet collectionEditorialVideographyReelsFashion