GOOD REASONS | CAMPAIGN
When Good Reasons approached me about shooting their new campaign, I couldn't help but feel a flutter of excitement. Their entire brand ethos had been on my radar for some time, and the chance to capture their products in the golden Australian light was an opportunity I couldn't pass up.
They had a clear vision yet was open to creative direction. “We want to showcase our pieces in their natural habitat—worn by real people enjoying a genuine Australian summer,” they explained during our first meeting. No manufactured poses or contrived scenarios—just authentic moments that reflected the brand's commitment to effortless style.
The challenge became finding that perfect balance between highlighting the products and capturing the laid-back vibe that Good Reasons embodies. We settled on a full sun shoot, where the light would create that magical golden glow on both the garments and models.
What made this project special was watching the models transform throughout the shoot. Initially self-conscious and stiff, they gradually relaxed into genuine laughter and movement. I kept the camera rolling continuously, capturing those in-between moments that marketing executives typically leave on the cutting room floor but that I find most compelling.
The resulting campaign featured not just beautiful products but a quintessential Australian summer vibe.
The behind-the-scenes content we captured became just as valuable as the polished final shots, offering glimpses into the brand's values through unscripted moments.
Sometimes the most successful campaigns happen by embracing the unexpected. For Good Reasons, the summer campaign wasn't just about showcasing their products, but about capturing a feeling that their customers could see themselves stepping into. And that, my friends, is what turns browsers into buyers.
