Abercrombie & Fitch
Art Direction
A&F came to Wednesday to help the brand transition from the stereotypical abs and jocks to something that felt genuine and honest. I was involved in all stages of each shoot from concept to art direction.
For each shoot I created a compelling story around a group of friends, whether they were on Spring Break, returning to college or home for the holidays. I wanted to capture the sometimes spontaneous, sometimes quiet moments of real life; ultimately creating a connection to the brand.
Work created at Wednesday Agency
Creative Director: Simon Lee
Photographer: Guy Aroch