The Reset

The Reset needed to a full season of assets that was at once consistent, but also differentiated for the different channels. The added challenge was a fast turnaround in and capturing it all in one shoot. With so many moving parts and a desire to keep consistency, we kept an elevated simplicity that matched the brand’s modern luxe approach but added in a playfulness that made the brand feel more approachable. Shot both in studio and on the street, the content has a lovely confidence and ease that is so much a part of the brand’s ethos. Shot by Ericka McConnell.