Dusk

Oct 2024

Duskmas reimagines the traditional holiday campaign by leaning into a vibrant, high-fashion editorial aesthetic that prioritizes eclectic character studies over standard seasonal tropes. Under the creative direction of Sarah Downton, the project cultivates a distinct visual identity, blending nostalgia with a contemporary commercial edge. Across a series of portraits and large-format advertisements, the campaign utilizes a sophisticated, natural light technique to capture its subjects, ranging from an elegant woman in bold red-framed glasses to a man sporting a tiki-print festive shirt. The styling is intentionally layered and tactile, featuring chunky knit sweaters, sparkling headbands, and intricate vintage-inspired patterns that stand out against delicate floral wallpapers. By integrating live-action technique alongside static, glossy imagery, the campaign bridges the gap between staged editorial portraiture and the dynamic rhythm of city life. The result is a series of festive vignettes that feel both composed and spontaneous, inviting viewers into an intimate, celebratory world filled with rich textures, saturated colors, and subtle, charming details. Rather than relying on seasonal clichés, Duskmas constructs a narrative centered on personal style and festive whimsy, effectively transforming urban hoardings into galleries of character-driven storytelling that linger long after the initial encounter.

Lifestyle, Commercial

Natural light