CREATIVE DIRECTION
For Cuts' Winter 2023 collection, we wanted to give it a chic urban vibe, so we picked SoHo, NYC, as our backdrop. Despite dealing with some unpredictable September showers, we ended up embracing the rainstorm, which actually added to the moody feel we were going for.
We had to get creative to keep the models dry and still capture that quintessential NYC look. Plus, since the new collection focuses solely on tops, we decided to give it a cool Y2K twist by playing around with fisheye lenses for a more modern feel.
Overall, this campaign has been one of the standout ads for Cuts Women this year, despite the challenges we faced.
