WWAKE
WWAKE, a New York-based fine jewelry brand founded by Wing Yao, brought me on to develop creative for FUTURES, its bridal line built around the traditions people keep and the ones they break — a collection about finding what’s right for you, not what’s expected. I pitched the creative concept, led project development, and co-directed the campaign. The approach centered three artists whose work reshapes the traditions they inherited, deepening WWAKE’s connection with a community that shares that ethos. The campaign included one hero film and three 15-second cutdowns, each tied to an artist’s medium, running across social, digital and paid media.
Campaign Images
Born in Honduras, Botanical Artist Lutfi Janania found inspiration in his lush surroundings, in his hometown, San Pedro Sula. For FUTURES, Lutfi explains how botanicals allow him to express ideas of life and further investigate thoughts around creation and propagation.
Featured Artist — Lutfi Janania
Utilizing food as her own muse and mode of expression, Chef Tara Thomas, a culinary artist based in New York City, travels and develops a palette and creative fusion cuisine. For FUTURES, Tara takes us through her theories and traditions around food and imparts insight on how her customs intersect with her art.
Featured Artist — Tara Thomas
Jess Hu is a Seattle native who seeks to break social stigmas through the art of dance, painting a new picture of what an artist of any form is capable of. For FUTURES, Jess explores the philosophies that guide her movement practice and shares her desire to break tradition and create new pathways as an artist.
Featured Artist — Jess Hu
Credits: Client WWAKE, WWAKE Founder/Designer, Wing Yao | Creative Direction Moya Annece & Ashley Cimone | Photographer Myesha Evon | Director Anthony Prince Leslie | Production Company Equator Production | Talent Lutfi Janania, Tara Thomas, Jess Hu | Production Assistant Chanel Hinds, Sarah Maria
