Asst. Art Direction
Producing/ Facilitating
Concepting
Model Selection
Location
Set Design
Lighting
Marketing Strategy
Music Score
Graphic Design
Collaborators
Design & Creative Direction: Shane Cox
Illustration: Jason Celaya
Photography: Matt Price
Video: Jacob Kunysz / Daniel Vargas
Additional Design: Andrew Snarr, Jacob Kunysz
Music: Andrew Snarr
Styling: Toni Munton
Models: Benny Abeyta, Ontrell Fisher A.KA Filthy Pond
2024
ALL RIGHTS RESERVED®
Britney Spears x Welcome
Information
My role in this project goes beyond the scope of just design. Highlighting the power and what it means to put all the right people in place to get the best possible result. Tasked with concepting, model selection, producing, location scouting, assisting lighting, and even remixing a music score for video assets. On set I worked with models, stylists and renowned photographer, Matt Price, to ensure desired outcome based on the concepts we had previously set out to achieve. My philosophy and approach was to put the best people in place and let them do their jobs while keeping the guard rails on to insure high quality content best represents the brand and original concept. It is important in this process to make sure you’re honoring 3 different parties. Ensuring the partner, Welcome’s brand and the consumer are all being served in a way where everyone wins.
This execution is a celebration of a generational icon who has influenced music, fashion, and pop culture as a whole for decades.
The Shoot
For this Britney Spears shoot, the idea was to create a world where your middle school bedroom is a dream-like time capsule of the early 2000s—walls covered in magazine cutouts of pop stars, a chunky silver CD player resting on a cluttered desk, and a lava lamp casting a soft, colorful glow. When texting on your Motorola Razr was still a chore with T9, so you and your best friend are talking over the landline. Where everything in that moment—the bedroom, the music, that friendship—feels like the center of the universe. It was pertinent to create a nostolgic , yet contemporary relationship between the consumer and the product.
Photos: @priceyhot