URBAN OUTFITTERS x PEOPLE I'VE LOVED
A collaboration with highlighting a printmaking workshop based out of Oakland, California
CREATIVE CAMPAIGN
Urban Outfitters collaborated with People I've Loved, a printmaking workshop based out of Oakland, California. They specialize in hand-printed & assembled objects in a small studio by a farmhouse with a lemon tree.
MY ROLE
Photographer
Creative Producer
TIMELINE
2 Weeks
KEY GOAL
Tell a compelling story to UO's audience
Intentional Storytelling
It was important to share products that resonated with a younger demographics, things that would fit seamlessly in Urban Outfitter's home line and highlight the personal and handmade touch that comes from intentional small businesses.
CREATIVE BRIEF
I wanted to lean into the gritty yet airy vibe of the hand-made print shop, highlighting the antique printing press and the evident care put into each product.
You could feel the love in the space the second you walked in. This group of creators was a family, which is what I needed to capture. I captured the natural light and ambiance of the shop and intentionally included all team members as I knew open collaboration was of great importance to People I've Loved.
I spent time observing and chatting with the company members, learning about their roles. It gave me a better understanding of how to capture an image that uniquely represented their role in the story. I focused on more candid moments of each person in their element, for example, showing how Carissa hand-signs her books and how the printing press operated. I wanted the images to be as authentic as their brand.
