Brand — CAROLINE SMITH

J.P. Morgan Chase, The Ask

Launch JPMorgan's new private lounge at LGA to an audience that already knows what luxury looks like — and is skeptical of anything that tries too hard to show it.

Creative

The instinct was to pull back. Rather than photographing the lounge as a set of premium features, we shot it as a state of mind. Light, pace, stillness. The imagery earns the claim by not making it.

J.P. Morgan Chase, The Ask

Build a photography library for JPMorgan's Private Client and Wealth Management division — imagery that could carry the weight of generational wealth while feeling genuine.

Creative

The answer was location and casting. A grand home that read as inherited rather than acquired. An Irish setter. Three generations moving through the space. Wealth as a way of life, not a product.

Kaiser Permanente, The Ask

For many Americans, managing healthcare has become a second job. Kaiser Permanente needed a campaign concept that captured what it feels like when it isn't.

Creative

We shot toward the absence of effort — a woman sunbathing, fully surrendered to the afternoon. A man deep in a lawn chair with a lemonade. Two runners leaning back at an angle that defies gravity. A young man skateboarding amongst the clouds. Bodies that have completely exhaled. The KP feeling: when you don't have to be your own healthcare secretary.

BERO

Concept for Bero Campaign
Non-alcoholic beer has an image problem. Bero needed a campaign that made the category feel genuinely desirable — not a consolation prize.

Creative

Two taglines, two images, one consistent point of view: weird is interesting, and interesting is appealing. The work doesn't explain itself, which is exactly the point.

Independent Film

Concept art for pre-production world building

Airbnb, The Ask

A partnership between Airbnb and Hearst needed a prototype magazine that could grow Airbnb's brand awareness while staying true to its mission — without sliding into aspirational travel fantasy.

Creative

We made a magazine that looked like its readers: curious, unpretentious, genuinely in love with the world. It’s closer to Lonely Planet than the overly glossy travel magazine. Food, music, community, adventure, all carrying the same warmth the brand runs on. A magazine about where people actually go, not where they're supposed to want to go.