11 / FASHION / CAMPAIGN

LOVEGEN

A Valentine’s campaign that looked backward to escape the clichés of the feed.

YEARSELECTED WORK
MY ROLEINSIGHT / CAMPAIGN / SHOOT
STATUSCAMPAIGN CONCEPT
LOVEGEN — selected project artwork
01 / THE BRIEF

Create a Valentine’s photoshoot for a fast-fashion brand without falling into glossy couple clichés or social-media PDA.

02 / THE ACTUAL PROBLEM

The brand was young and upbeat, but the category’s usual Valentine’s language felt staged. The concept needed nostalgia without becoming costume drama.

03 / WHAT I DID
  1. 01

    Started with the private, unperformed love associated with our parents’ generation.

  2. 02

    Translated that observation into a 1990s-inspired world of radios, gardens, pauses and small moments between two people.

  3. 03

    Built a shoot language that still felt wearable and contemporary while carrying the emotional texture of an earlier decade.

04 / WHAT MOVED

A complete Valentine’s campaign and photoshoot direction grounded in a specific cultural observation rather than a generic romantic aesthetic.

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