To establish Lucid's custom in-house photography library, I art directed the company's first original brand campaign centered on its 2024 personality attributes: approachable, lively, and smart. I translated these brand principles into a cohesive visual system through color, movement, casting, and expression, creating a scalable photography style that became the foundation for future brand imagery.

Art Director | Rachel Kim
Photographer | Ren Adkins
Hair & Make-up | Barbra Mikkelsen

Creative Director | Chance Higgins
Sr. Production Manager | Marie Provence
Brand Designer | Ryker Marble
Jr. Designer | Bryn Dettman