Creative Direction & Styling — Baker Eyewear 2024 (Execuspecs In-House Brand)

For the 2024 Baker Eyewear campaign under Execuspecs, I refined the creative direction to feel more intentional, polished, and editorially driven, with a strong emphasis on lighting and structure.

This iteration leaned into harder, directional lighting to sculpt the face and frames, creating contrast, shadow play, and a heightened sense of depth. The lighting became a key storytelling tool, designed to sharpen the overall aesthetic and give the campaign a more premium, fashion-forward edge.

Styling was approached with a more curated restraint, yet still rooted in texture and pattern, but more considered and controlled. Each look was intentionally selected to frame the eyewear, rather than compete with it, allowing the product to sit confidently within a clean yet visually striking composition.

I focused on:

• Refined concept evolution: Elevating the previous campaign into a more high-fashion, editorial space

• Lighting direction: Using harder light to enhance structure, detail, and mood

• Intentional styling: Balancing texture and print with cleaner silhouettes for a more polished finish

• Visual cohesion: Ensuring consistency across models while maintaining individuality in each look

The final campaign presents Baker Eyewear as confident, elevated, and design-led, merging strong visual discipline with contemporary styling to position the brand within a more premium, fashion-conscious space.