Campaign · Photography · Production · 2023

Lounge × Jess Hunt

Lounge brought the brief. We built the photographic approach, the production and the light.

Campaign key art · launched 06.29.23

Client: Lounge
Talent: Jess Hunt
Creative development: Marcelle Adrianna
Art direction: Marcelle Adrianna
Photography: Marcelle Adrianna
Lighting direction: Marcelle Adrianna
Production: Marcelle Adrianna Studio
Producer: Pam — Marcelle Adrianna Studio
Gaffer: Marcelle Adrianna Studio production team
Digital technician: Marcelle Adrianna Studio production team
Moving image: Videographer separately commissioned by Lounge
Launched: 29 June 2023

Lounge's limited-edition collaboration with Jess Hunt was a 30-piece collection that had to sell as fashion without abandoning the brand's own promise.

Lounge came to me with an initial brief outlining the broad direction they wanted for the collaboration. I developed the creative response to it and pitched it back — visual direction, the studio and street halves, lighting, posing, location and product close-ups — then art-directed and photographed the campaign from that approach.

Marcelle Adrianna Studio handled the production: Pam produced, with a gaffer and a digital technician on set. The lighting approach I set was used for the stills and for the moving-image capture Lounge had separately commissioned, so both halves of the campaign came out of one visual system.

Lounge's brief, my response

The creative response I pitched back.

01 — Concept · Creative visuals

Jess Hunt's signature look, married to Lounge's Comfort Made Sexy.

The collaboration only works if both sides are legible in the same frame. Jess brings a sleek, styled, slightly mysterious personal aesthetic; Lounge brings a proposition — comfort made sexy — that has to stay comfortable to be credible. The treatment set one visual system across two executions, studio and street, so the collection could be sold as fashion without losing the ease that makes it Lounge.

Sleek · sexy · stylish
Fashion, not lingerie catalogue
Independent feminine energy
Aspiration over aspiration-speak
Natural movement
Product close-ups as texture, not packshots

02 — Studio direction

Soft light, real shadow, asymmetric body language.

Studio was directed for depth rather than the flat, evenly-lit look the category defaults to: soft sources shaped to keep shadow in the frame, so ribbed knit and jersey read as fabric. Posing was built around asymmetry and furniture — levels created by a sofa, a floor, a lean — with direct eye contact holding the attitude editorial rather than passive.

Soft studio light, deliberate shadow
Depth over flat product lighting
Asymmetric body language
Furniture and props creating levels
Direct eye contact
Glamour with editorial attitude

03 — Street direction

Hard daylight against Canary Wharf stone.

The street half was directed to hard, bright, summery daylight raking across architectural surfaces — with a softer overcast treatment held in reserve as the weather alternative. Canary Wharf gave the scale and the clean geometry; the posing brief was movement, powerful stance, high-fashion editorial attitude, and a woman who reads as the one in charge of the frame.

Hard directional daylight
Overcast softness as the alternative
Canary Wharf · architectural setting
Movement through the frame
Powerful, boss-like body language
High-fashion editorial street posing

Production & lighting

A crew, and one lighting system that held the whole day.

Marcelle Adrianna Studio produced the shoot. Pam ran the day as producer, with a gaffer and a digital technician completing the production team — scheduling, set logistics, lighting execution and on-set capture workflow were covered by the Studio rather than borrowed from the client's side.

I developed and directed the photographic lighting approach — soft, shaped sources that keep deliberate shadow in the frame so ribbed knit and jersey read as fabric — and the gaffer executed the setup on set. Lounge had separately commissioned a videographer for the moving-image capture, and that same lighting environment was used for the video and social content. One system, designed for the stills, carried across both captures and kept the campaign visually consistent — which is the production point, not a filming credit: the film was shot by Lounge's videographer, not by me or by the Studio.

Marcelle Adrianna — creative development
Marcelle Adrianna — art direction
Marcelle Adrianna — photography
Marcelle Adrianna — lighting direction
Marcelle Adrianna Studio — production
Producer — Pam
Gaffer — lighting execution on set
Digital technician — on-set capture workflow
Moving image — videographer commissioned by Lounge

Execution · Studio

Soft light, held shadow, levels built from furniture.

Lounge × Jess Hunt — Studio frame on warm grey with the LOUNGE X JESS HUNT lock-up — Campaign lock-up frame — the launch email's lead image

The studio half kept the shadow the treatment asked for: fabric reads as ribbed knit and brushed jersey rather than flat colour, and the eye contact carries the editorial attitude instead of a product smile.

Lounge × Jess Hunt — White-cyc studio final, bone racerback bodysuit, three-quarter turn — Racerback bodysuit — bone

Lounge × Jess Hunt — White-cyc studio final, seated floor pose, zip ankle leggings — Zip ankle legging — bone

Lounge × Jess Hunt — Reclining on the bouclé sofa in the bone set — the softest studio-lifestyle frame and a genuine landscape — Furniture creating levels — the asymmetry the treatment called for

Execution · On location

Hard daylight, architectural stone, movement through the frame.

Lounge × Jess Hunt — Strongest street portrait: cap, open hoodie, shorts, hard midday light raking the stone — Pre-launch lead frame — hard midday light on stone

Lounge × Jess Hunt — Seated on the granite steps in the bone tee dress — architectural lines, near-landscape crop — Granite steps — geometry doing the composition work

Canary Wharf gave scale and clean lines; the direction was to keep her moving through it rather than posed against it, so the collection reads as clothes worn in a life rather than styled on a wall.

Lounge × Jess Hunt — Wide street frame, picking up the LOUNGE tote against the block wall — The widest frame in the campaign

Lounge × Jess Hunt — Product close-up: ribbed racerback top, waistband branding and canvas tote strap — Product close-up

Product close-ups were briefed as texture, not packshots — rib, waistband branding and canvas caught in the same daylight as the portraits, so the detail frames sit inside the campaign rather than beside it.

Rollout

Where the direction landed.

22 June 2023 · Teaser email

We've got company

The tease ran on concept alone — face hidden behind a mocked-up LOUNGE newspaper, no product visible.

View the send →

28 June 2023 · Pre-launch email

Tomorrow — Lounge x Jess Hunt

The street half led the countdown: cap, open hoodie, hard light on stone.

View the send →

Lounge × Jess Hunt — Launch-email module: street portrait beside two product tiles

29 June 2023 · Launch email · site

Now live — the 30-piece limited edition

Launch day paired campaign photography with the collection modules. The two product tiles in this module are Lounge's own e-commerce imagery on a different model — rollout evidence, not shoot finals.

View the send →

Motion

The campaign in movement — lit by our setup, filmed by Lounge's videographer.

Lounge × Jess Hunt animated campaign teaser — four-panel cut — Animated teaser · four-panel campaign cut

@lounge · launch day · filmed by Lounge's separately commissioned videographer, lit by our setup

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