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. Through this lens, I proposed a visual and storytelling direction that captured the happiness of detouring. The glasses and sunglasses became symbols of these moments, not just accessories but companions to the stories of summer. Each frame held the promise of fresh perspectives, framing the world with the excitement of new beginnings. With Le Détour, Jimmy Fairly could not only stand apart but also inspire—a reminder that the journey is just as meaningful as the destination, and the perfect pair of glasses can make every moment along the way crystal clear.