Overview
Developed a lifestyle-driven concept and complete production plan for Parachute Home’s Linen Launch. The project was designed to extend the brand’s visual storytelling by capturing the ease, intimacy, and tactile quality of their linens through both still and motion content.
Objective / Challenge
Create an immersive campaign and brand extension for Parachute’s signature linen line. The goal was to balance a warm, lived-in aesthetic with aspirational polish, aligning with the brand’s California-modern tone. The production plan required efficiency across multiple deliverables while maintaining consistency, cohesion, and creative excellence.
Budget: $99K | Scope: One-day, location shoot / 25ppl incl. client
Deliverables: 20 stills incl. crops, 2 hero films 60s/45s, w/social cutdowns 30s/15s/6s
Usage: Website, Paid Media, Social, Email, PDP, In-Store, Print, BTS
Usage Rights: 1 year all media
Creative Approach
Centered the concept around softness, sunlight, and sensory detail — translating Parachute’s timeless comfort into imagery that felt real and touchable. The art direction emphasized layered textures, diffused light, and neutral tones, styled with a focus on authenticity and emotional resonance. Inspiration drew from quiet rituals of home, capturing life within layers through tactile realism and natural warmth.
Production Strategy
Mapped a six-week, end-to-end production schedule covering creative development, pre-production, on-set execution, and delivery. Managed logistics, crew sourcing, and casting to reflect Parachute’s approachable, inclusive aesthetic. Outlined key phases to drive efficient, cohesive shoot execution.
Experiential
I conceptualized Cover to Cover to include in-store activations that brought the campaign’s themes of comfort and connection to life. Using tactile styling and ambient details, the experience translated the visual narrative into a sensory environment. Through live readings, curated book selections, and styled vignettes, the activations bridged home, design, and storytelling in one cohesive narrative.
Outcome
The resulting concept delivered a cohesive blend of elevated lifestyle and quiet realism. Each asset was designed to extend Parachute’s storytelling across print, web, social, and in-store environments, creating visual continuity that resonated across all touchpoints.
Reflection
This project represents what I love most about creative production — transforming a simple visual idea into a tactile, emotional experience. It merged my background in fashion storytelling with lifestyle brand energy, producing work that feels both refined and deeply familiar — a study in comfort, connection, and craft.
Exploration & Development
Early visual explorations drew from modern California architecture, focusing on clean lines, natural geometry, and balance before evolving into a softer, more tactile direction. Using DALL·E, Photoshop, and Runway, I combined architectural studies with lifestyle references to build the composition. The final hero image blended structured minimalism with Parachute’s signature warmth and lived-in comfort.
Tools: Runway | DALL·E | Photoshop | Figma
Interior Render
Inspiration Image
Final Hero Render
*Creative direction and production concept inspired by Parachute Home’s brand identity