BOUX AVENUE
WINTER SWIM CAMPAIGN

Tasked with art directing, sourcing, and styling props for a bold, summery swimwear campaign—shot in the depths of November in the UK—the objective was to position Boux as the go-to destination for winter escape swimwear. The creative direction focused on evoking a sun-drenched, escapist feel that transported customers to warmer climates. Tropical plants and punchy, saturated colours were used to cast dramatic, stark shadows, emulating the intensity of high-summer sunlight.

The main challenge lay in working completely out of season, with minimal daylight and no access to natural warmth. Through layered textures, carefully curated props, and strategic lighting, the illusion of a sun-soaked setting was successfully created. The result was an atmospheric, high-impact mini campaign that demonstrated how, with the right creative approach, summer can be summoned at any time of year.

Services included:
ART DIRECTION
SET DESIGN