Luxury isn’t
a category.
It’s a feeling.
You don’t have to be a brand like Hermès or Aston Martin to feel luxurious anymore. Today, these formerly exclusive stylistic cues can belong to spirits, automotive, technology, or food.
Over the last 15 years, I’ve helped brands elevate their visual style to create that know-it-when-you-see-it feel of a premium brand. Here are a handful of examples.
Tequila Patrón
Craft = Luxury
Each year, Tequila Patrón collaborates with renown French crystal maker Lalique to created a limited-edition bottle. We documented each collaboration to show the incredible craft that goes into each, and captured the resulting bottle with photographers like Jason Pietra and Kenji Toma.
It doesn’t have to make sense.
For years Patrón didn’t exist outside bottle photography on a white cyc. We helped bring humanity (and all its flaws) into Patron’s world for the first time with a campaign about owning imperfections and contradictions.
Acura
Performance = Luxury
For Acura, we needed to define a space where the vehicle’s power and performance capabilities could be seen as something just as premium traditional luxury vehicle cues.
Apple
Passion = Luxury
When Apple needed a recruitment campaign for retail and engineers, they turned to us to elevate the job search. With some help from fashion and lifestyle photographers Anais & Dax, we brought a sophisticated, warm look to an otherwise cold job search process.
