Looking to hire a US-based photo/video team to help create an advertising campaign for the US market, China-based Start Ace Asia Apparel combed their network and were referred to Olly Yung (photographer) and Shanney Xiao (videographer).
After the first few meetings with the client, Olly added Victoria to the team. From previous collaborations, Olly knew that Victoria would help connect the dots between the client's needs and the creative vision he had for the shoot.
Several meetings and one large shipment of clothing later - Olly and Victoria started finalizing the plan.
Inspiration Images (assembled by Victoria)
The Plan
Since the apparel primarily consisted of brightly colored t-shirts with quirky slogans and leggings in vibrant patterns, the planned shots needed to highlight the functionality and comfort of the clothes, but also needed to showcase the fun colors and designs.
Pulling inspiration from Urban Outfitters, Free People, and Nasty Gal summer campaigns, Victoria and Olly came up with a basic narrative to guide the shoot: two American girls having a fun summer vacation together at the beach.
The shoot took place over one day in various locations across Wilmington, NC. Starting in a funky restored Airstream at a campsite close to town, then to a rooftop patio in town and the lush grounds of a local resort, and finally, to the beachfront shots at dusk.
The Team
Models: Cayce Tucker, Jenna Riling
Photography: Olly Yung
Videography: Shanney Xiao ("Xiao Xiao")
Production & Creative Direction: Olly Yung & Victoria Pinson
