A soft, modern take on the classic floral editorial, created in collaboration with Serendipity Studios to showcase their new LA studio space.
Creative Direction + Art Direction + Production + Photography
Overview
Created as a collaborative test shoot to promote the newly launched Serendipity Studios in Los Angeles, this project explored modern femininity through tone, texture, and subtle movement. I led the creative concept and production, developing a minimal, floral-inspired editorial designed to showcase the versatility of the studio’s light and atmosphere.
Creative Direction
Designed as a spec campaign for a lifestyle brand centered around fragrance and self-expression, from perfumes to home scents, the creative direction focused on modern freshness and femininity with a playful twist. The concept, Spring Reverie, captures the feeling of renewal and lightness that comes with the season, balancing simplicity with a sense of movement and joy.
The visual language combined soft lighting with a neutral backdrop to create a clean, airy tone. The compositions paired polished styling with organic gestures such as flowers held close, playful poses, and unexpected framing to bring personality and energy to the images. Every frame aimed to feel effortless, elevated, and alive.
The final series presents a refined yet approachable vision of modern beauty: light-filled, tactile, and quietly expressive, the kind of freshness that feels both aspirational and real.
Process
This project came together through an open, collaborative process between myself, the studio, and the creative team. I developed the concept and visual direction around the idea of contemporary florals and modern femininity, while working closely with the stylist and makeup artist to ensure each look complemented the overall aesthetic. Together, we refined the wardrobe and floral styling to balance structure and softness, creating subtle contrasts that felt fresh and expressive.
Every shoot begins with a moodboarding session to pull lighting references, posing inspiration, hair and makeup, and styling direction. The shoot took place in Serendipity Studios’ natural-light space, using minimal lighting equipment to preserve the organic brightness of the setting. Throughout production, we experimented with dynamic poses and spontaneous moments to keep the energy authentic and engaging. The result is a body of work that reflects the studio’s creative potential and the synergy of a small team working in perfect rhythm.
Collaborators
Model: Jessica Morrow @jjmorrow
Stylist: Kaitlyn Lusk @kaitlusk
Makeup: Asia Cataldo @asiacataldo
Location: Serendipity Studios @serendipitystudios.la
