Art Direction for Jimmy Fairly
When I first approached the challenge of crafting a summer campaign for Jimmy Fairly as a passion project, a brand synonymous with premium eyewear and timeless French elegance, I found myself thinking about the magic of summer. But not just the sunny beaches or picturesque landscapes—no, I wanted to capture something deeper. I envisioned Le Détour. In French, "le détour" means a detour—a path less traveled, a moment off-course. For the Summer 2022 collection, I wanted to celebrate those fleeting, spontaneous moments that make a trip unforgettable: the unplanned stops, the shared laughter with fellow travelers, the journey itself. It’s that electric sense of anticipation at the very start of a vacation—the kind that makes your heart race as you embark on an adventure with friends or family. This campaign wasn’t about the destination. It was about the joy of getting there.