FALL / WINTER

I led the creative direction for Mod Ref's Fall/Winter 2024 campaign, working closely with my creative team to bring the vision to life. Drawing inspiration from brutalist architecture, I personally scouted and selected this modernist concrete location to complement the collection's neutral palette.

As the project lead, I managed the shooting and editing processes while effectively delegating tasks to my team. I utilized natural light and shadow play to create a consistent warm aesthetic across all images. The final lookbook presents Mod Ref's minimalist design philosophy through our collaborative effort, resulting in a cohesive visual narrative of quiet confidence and architectural elegance.