HINOKI IN COMMON

CREATIVE BRIEF

The goal for this editorial brand shoot was to challenge conventional fashion norms and blur the lines between art and style. Drawing inspiration from our modern location, we shaped the mood, styling, and overall art direction to reflect a bold, playful narrative with a touch of moody film aesthetic. The creative vision leaned into a rebellious energy set against a sleek, contemporary backdrop. The final deliverables included a versatile asset library designed to support the brand across all platforms.

MOOD BOARD

The mood board for Hinoki in Common drew inspiration from high-fashion editorials and campaigns, focusing on moody lighting, muted color palettes, and a tactile, timeless aesthetic. We curated references that leaned into a cinematic, slightly rebellious tone — blending minimal styling with layered textures to evoke a sense of quiet strength. This visual direction informed every aspect of the shoot, from lighting and wardrobe to set design, helping us shape a cohesive look that felt both elevated and grounded in authenticity.

BEHIND-THE-SCENES

This shoot was such a joy to produce — filmed in Los Angeles, just steps from the Hollywood sign, with an all-women crew that brought incredible energy to set. From the start, it felt like everyone was in sync. There was laughter, music, and a real sense of collaboration that carried through every part of the day. With thoughtful art direction and a solid production plan in place, we were able to move smoothly from setup to setup, capturing a wide variety of content without ever feeling rushed. This day was ideal with all the creativity flowing!

PRODUCTION WORKBOOK

With over 20 years of production experience, I’ve learned that the key to a smooth, successful shoot is preparation — and the production workbook is at the heart of that process. For this project, I created a comprehensive, easy-to-follow workbook that brought every detail into one place: from call times and crew contacts to creative direction, wardrobe references, and shot lists. It was shared with both the client and crew ahead of the shoot, ensuring everyone was aligned and ready to go. With a clear plan in place, we were able to stay on schedule, communicate efficiently, and focus fully on the creative — all while keeping the day running seamlessly.