CULTIVATE ASSEMBLY | REIMAGINE PURPOSE
[PART THREE]
“Where curation creates disruption—or in this case a 17-day pilgrimage that doesn't exist.”
This is where everything changed. What started as one concept completely morphed into something else entirely as I captured “the” moment—the ballerina atop the wine barrel. That single image redefined not just this campaign, but the entire trajectory of what we were creating.
Wild Convergence began as something completely different, but the momentum created in that captured moment rolled out throughout the entire campaign. Sometimes the most powerful creative direction happens when you're watching for the unique moment, the in-the-moment element that could redefine everything.
“Orchestras echoing through ancient quarries. Art galleries floating on lakes. Ballet performances atop wine barrels.” We didn’t know it as we were doing it, but we were creating a conceptual festival that existed purely to demonstrate creative possibility—and to ask the question: why don't we see more experiences like this?
This shot on paper was to be the simplest part of the three-part Reimagine Purpose campaign, BUT in reality it proved to be the most challenging. Not only were our plans thwarted by yet another Southern Highland’s Summer storm, but the subject was a pre-professional ballerina determined as much as we were to make sure “this shot” was technically correct as equally as it was artistically.
This final part of the trilogy showcased the ultimate trust in the collaboration between Renee and myself. Her vision of unbounded creative courage, my ability to capture it visually, and our shared commitment to challenging conventional thinking about what campaigns should be and do.
THE REIMAGINE PURPOSE SERIES
Reimagine Purpose wasn't just a campaign—it was a manifesto in three acts. Each part distinct and unified in its message—creative courage doesn't need permission, and most brands aren't built on best practices but need to be on the audacity to question every “should” in sight.
Working with Renee on this trilogy reinforced everything I believe about creative collaboration. When you find someone who shares your commitment to pushing boundaries, who embraces your “but what abouts” with even bolder possibilities, magic happens.
This series proved that sometimes the most powerful thing you can create is something that doesn't need to exist—but chooses to anyway.
