AUTUMN

IN CAMDENTOWN

Autumn in Camdentown was a reflection of strategy in motion. Every partnership, every product, every intentional move that created an ecosystem that others can experience and grow with. From the Houston White x Target collection to the warmth of Black Cashmere Liqueur and the energy of The Get Down Coffee .

This campaign celebrated culture, craftsmanship, and intersecting community.

the concept

I began my creative process by watching the movie Fresh. A 1994 film about a 12-year-old boy who uses the strategic skills he learned from playing chess to devise a complex plan to get himself and his sister out of their dangerous lives. Houston credits the movie as the mindset shift that helped him unlock strategic moves as a young boy. For Houston, it became about making strategic and thoughtful moves as he built success throughout his career. We wanted to use the movie as the source of inspiration behind this campaign.

the process

Pulling together the concept consisted of scripting the direction of the hero video, sourcing talent, setting key looks, and set design. Every meticulous detail to highlight the strategic moves that Houston has made to create this eco-system. I aimed to find natural ways to highlight his products, brands and the community he built in an overarching campaign.

the content

Through thoughtful partnership and creative collaboration, Autumn in Camdentown came to life. Warm hues, cozy layers, and jazz sounds welcomed the community of Camdentown to partake and celebrate the legacy Houston White is creating through his “Fresh” Moves.