(Case study) — Selected work
Year
2025
Location
Seville, ES
Role
Photography
Format
Lookbook — 24 looks
(Brief)
The Problem
For Tangerine, the creative challenge was to make a collection feel lively and distinctive while keeping the garments legible. We approached the work as a question of brand expression: what should a viewer notice first, and what should stay with them afterwards? Rather than making every image do everything, our draft direction starts with a focused visual idea that can connect the whole story.
Brand Strategy
The organising idea was citrus colour set against the simplicity of whitewashed walls. This gives the project a clear point of view before individual compositions are considered. For a branding client, that distinction matters: a visual system should express an intention, not simply a collection of preferences. Here, the concept creates a consistent reference point for colour, atmosphere and image selection.
The Process
The practical approach centred on a consistent backdrop and the shadows cast by the clothes themselves. A citrus-coloured lookbook shot against whitewashed walls, where the only shadow is the one the clothes throw. These constraints provide a useful framework for understanding how the work was made. Each image can explore a different moment while remaining connected to the same creative premise.
Creative Development
The key visual relationship is the relationship between garment colour, silhouette and negative space. We use that relationship to explain how individual choices support the larger direction. Framing, pacing and emphasis should reinforce the idea rather than compete for attention. This section is an editable account of the creative reasoning, ready to be refined with the actual decisions and iterations from the project.
The Solution
The direction for Oda brings the work together through a repeatable visual language. The goal is coherence without sameness: retain the characteristics that make Tangerine identifiable, while allowing enough variation for the story to develop. The images below and throughout the case study illustrate that relationship between an overall concept and its individual expressions.
The Outcome
Tangerine demonstrates how a focused idea can connect strategy and execution. The value for a brand lies in making the creative direction easier to recognise, explain and apply consistently. This is a qualitative draft, not a claim of measured business results. Replace this section with the final deliverables, client feedback and verified outcomes when those details are available.
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(Credits)
Styling — Mara Lenz
Model — Lucía P.
Hair — Theo Lamb
Retouch — Lumen Post
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