02
Maison Ardent
Red Room
An editorial that became the season's top-performing lookbook (example).
Client
Maison Ardent
Year
2025
Role
Creative Director, Art Direction
Agency
Northbeam & Co.
Duration
6 weeks
Discipline
Campaign
Film
(A)
Context
A fashion house with a strong collection and a tired visual language. The new season needed an editorial that could carry print, social and in-store at once.
(B)
The bet
One color, one set, no distractions. Build the whole story inside a single red room and let the clothes do the moving.
(C)
Process
01 Art direction
We defined a tight visual code: a monochrome red set, hard warm light and graphic poses inspired by vintage film stills. Every look was storyboarded before the shoot.
02 Editorial production
Two shoot days with a lean crew: photographer, stylist, set designer, hair and makeup. We built modular set pieces so one room could read as many.
03 Rollout
The editorial was cut for print, social formats and window displays from the same frames, keeping the season visually consistent everywhere.
(D) Results
+64%
Lookbook engagement (example)
3
Print features secured (example)
2 days
Total shoot time (example)
The clearest our brand has ever looked in a single image.
Placeholder Name
Brand Director, Maison Ardent (sample)
(E) Credits
Creative Direction
Jordan Vale
Design Director
Placeholder Name
Copy Lead
Placeholder Name
Producer
Placeholder Name
Production
Sample Studio
Lock the retail formats earlier. A few hero frames were composed before we knew the final window sizes.