Creative Direction • Art Direction • Campaign Production
A collaboration between Canon Australia and Status Anxiety to launch a limited-edition leather camera strap celebrating creativity and craftsmanship. The project brought together two iconic brands, requiring a cohesive creative vision that balanced Canon's technology with Status Anxiety's understated aesthetic.
Overview
I led the creative direction and coordination of the collaboration from concept through to launch, managing the project across both brands while ensuring every touchpoint felt cohesive and true to the Status Anxiety identity.
Working closely with internal teams and Canon stakeholders, I directed the creative execution alongside a junior designer and oversaw the development of campaign assets, product presentation and launch materials. I also styled and art directed the campaign shoot in Byron Bay, creating imagery that reflected the relaxed, considered aesthetic shared by both brands.
My Role
- Creative Direction
- Collaboration & Project Management
- Design Direction
- Art Direction
- Styling
- Photoshoot Production
- Team Leadership
What I Did
Creative Direction
Developed the creative vision for the collaboration, ensuring the partnership felt authentic to both brands while supporting Canon's product launch.
Design Leadership
Directed the design process alongside a junior designer, providing creative guidance and refining campaign assets across digital and print.
Project Coordination
Managed communication between Canon and Status Anxiety, coordinating timelines, approvals and deliverables from concept through to launch.
Art Direction & Styling
Planned, styled and art directed the campaign photoshoot in Byron Bay, overseeing locations, styling, shot selection and the overall visual direction.
Outcome
The collaboration launched successfully with a limited-edition leather camera strap supported by a campaign spanning digital, social and editorial content. By leading both the creative direction and production, I helped deliver a campaign that felt seamless across product, photography and storytelling while maintaining the integrity of both brands.
