Precinct Properties has launched a new campaign for Solstice, Commercial Bay’s annual celebration of fashion, beauty, food and entertainment.
Created by Loupe Agency, the campaign was launched across Auckland in early September, ahead of the event’s opening runway show.
Loupe producer Nika Januszkiewicz says: “While the Solstice event coincides with the spring equinox, its name is intended to build excitement across Tāmaki ahead of the upcoming summer season. The event and fashion show mark a turning point and a reset, representing a move out of the gloomy winter months and towards warmer weather, longer days and new growth.”
Precinct head of consumer marketing Lily Montana says: “Auckland has grown enormously, and I’m incredibly proud of how Precinct has contributed to that evolution, literally helping shape the skyline. So when it came to our latest campaign, it felt right to create something that celebrated the buildings, the city and the season in a way that was larger than life.”
A blend of technical photography and creativity
The campaign was shot by Loupe photographer Kayle Lawson. Drone plates were captured in February, followed by months of planning ahead of the studio shoot in August.
A miniature of Precinct’s downtown Auckland buildings was re-created in studio, allowing the models to interact with the cityscape and enabling Lawson to carefully match perspective, scale and light between the two worlds.
Januszkiewicz says: “No AI was used in the making of this shoot. In the age of AI, we still believe in the magic of making. As a primarily photographic production company, our priority is always to spotlight artistry. And whilst AI certainly would have been an affordable way to bring this shoot to life, we feel it would have been lacking the je ne sais quoi.”
Lawson says: “This campaign was so much fun from start to finish. It was a real opportunity to craft – and a true marriage of technical photography and creativity, which is my favourite kind of shoot.”
A collaborative vision
The shoot also inspired the Solstice runway show, with the set featuring miniature skyscrapers and Lawson’s drone plates as backdrops. The same team then brought their expertise to the runway, leading styling, makeup and hair.
Januszkiewicz adds: “Kayle approached this shoot with so much enthusiasm that really drove us through the extended timeline. That, combined with Lily’s incredible vision and her trust in the creative team, is really what allowed this campaign to become something truly special.”
Credits
- Head of consumer marketing: Lily Montana
- Marketing manager: Maddison McKenzie
- Marketing assistant: Grace Buckley
- Production: Loupe Agency
- Executive producer: Emily Moon
- Photographer: Kayle Lawson
- Producer: Nika Januszkiewicz
- Retoucher: Annalee Hart
- Drone operator: Studio Infinitum
- Fashion stylist: Sammy Salsa
- Makeup: Liz Hyun
- Hair: Newton Cook
The post Precinct and Loupe Agency launch campaign for Solstice fashion show appeared first on stoppress.co.nz.
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