SPRING FORWARD WITH MACERICH
Spring’s finally in full swing! Fluctuating weather brings lighter layers, softer colors, and a hint of whimsical patterns to the front of our closets. As part of our partnership with Macerich Shopping Centers, we’re showcasing a collection of high-end and affordable fashions - perfect for this season.
Our team conceptualized each visual, providing creative direction in set and costume design, hair & makeup, and photography. The gallery of images display the essence of Spring providing looks with light-bright tones, feathers, and floral prints. Our goal for this collaboration with Macerich was to encapsulate spring in a big way.
Spring forward with our images for April 2019 below and stay tuned for summer’s trends.
THE FUTURE OF WORK
Last summer, we had the pleasure of working on a series with The We Company (formerly WeWork). We first traveled to their headquarters in San Francisco to meet John Hjelmstad, the VP of Engineering. He sat with us to talk technology and how their company wants to help people “make a fife, not just a living,” through community & technological advances. Our crew traveled back to New York to visit one of WeWork’s many Manhattan offices. Several employees echoed the same sentiments as John, sharing their experiences with the company. Director of Culture Operations, Anita Shannon, emphasized the culture at WeWork and their commitment to empowering people to pursue entrepreneurship.
“Culture - the energy that surrounds us.”
One thing that really struck us was how Anita described what she considers culture - "the energy that surrounds us." Her main priority is to create a work environment that is proactive in evolving culture through diversity, support, and systematic happiness for the community at WeWork to flourish. Our team was happy to handle production and post-production for such an inspiring bunch of enterpreneurs.
We’ll help you work out your eyes with the series below. Let us know what you think in the comments.
MAKE IT FASHION (WEEK)
Neiman Marcus was front row for all of S/S 19’s looks from with trends like skirt suits to capes and maxi puffers. Over the last few weeks, we handled post-production for a series of fashion videos with the luxury retailer.
Footage from around the world from the various Fashion Week's - New York, London, Milan, Paris - made its way to our team. We designed the video layout detailing the many fashion hits of the weeks from designers like Saint Laurent, Christian Siriano, Off White, Givenchy and many more.
Check out all of the Fashion Week videos below and other Neiman Marcus x Dugud Lab projects here.
COLOR ME MARCH
Contrary to popular belief, the first day of Spring is in March - not April. So we teamed up with Macerich Shopping Centers to capture the best patterns and colors for Spring fashion. Living Coral is the Pantone color for 2019, and so co-founder and Creative Director, Zack McDowell, incorporated the color of the year - along with other bold colors - into the series.
Read more here on how Macerich x Dugud Lab will continue the tradition of Spring fashion, with light bright tones and floral prints. April is almost here, and Spring will be in full effect!
MAKING MALIBU MAGIC
Last week, our crew traveled to Southern California for a photoshoot with Macerich shopping centers to change the scenery up from last year’s holiday campaign. Over the course of three days, we captured content for April thru August 2019 for their properties social channels. Our first location was The Ranch Uncommon, a real home that doubles as a decor marketplace. It should be a national treasure. Our crew, and models Colin, Elisa and Bentley, really felt at home in Jennifer’s space.
By Day 2, we made our way over to a beach house alongside the Pacific in Malibu. Dugud Lab Co-Founder and photographer, Zack captured Cherie, Reagan & Pria in light-bright tones and floral prints. The clouds tried to steal our sunshine, but the crew made sure to angle in natural light for the best framing. Everyone tried to keep the sand out of, well, everything.
FOR THE LOVE OF MACERICH
We love the month of February. Mostly because it’s like Halloween - we get candy! We also get to go full throttle with Macerich shopping centers and their love of fashion.
We creative directed the Macerich February campaigns and, of course, had a full-blown Valentine’s Day inspired vignette. We incorporated, all shades of pink with pops of white. Our models looked bright and bold, the making of a beautiful Instagram timeline! Makeup artist, Amanda Markoya, slayed faces, achieving that blushing look we all want to feel, and stylist, Jenn Park-Krulik, worked her magic on wardrobe as usual.
If you love this campaign, check out how we moved through March with Spring fashions.
NEW YEAR, NEW TRENDS
January is the longest month of the year and it feels that way too. We’re in the thick of winter in New York City. Folks are wrapped tightly in coats and scarves, but fashion never lacks. Macerich Shopping Centers partnered with us to roll out a social campaign for winter fashions, suitable for the elements. We tried to warm up winter by spending time in studio with Breanna, Chris and Maria before moving over to a brownstone with Shin, Maiko and Misty.
Once you’re finished with the January images, we'll hold your hand into February. Here’s why we admire the month of love.
BACK TO BLACKROCK
In May, we spent some time at BlackRock Financial’s NYC office where employees helped us break down myths about what it’s really like to work in finance. We heard inspiring stories from women who are changing the landscape (and face!) of finance. The greatest surprise was a video concept that was conceived on a shoot day. When a scheduling conflict took away talent, we decided to use a prior video for Caesars as inspiration and sat down with all three women from our “Making An Impact” video - where they discussed what it’s like to work in a male dominated field. Watch the full videos here: