project: YONY Fall/winter 2020

THE CHALLENGE: tell a story that evokes the emotion of a simpler time WHILE INTRODUCING YONY’S DESIGN ETHOS FOR THE FIRST TIME EVER.

Fall/Winter 2020 was YONY’s inaugural collection. This campaign needed to not only showcase the season, but introduce the brand’s story to YONY’s target demographic. To do this, the photo shoot had to take viewers on a journey - one that would illicit an ambiguous feeling of nostalgia. To accomplish this, we traveled to Gaviota State Park in Goleta, CA where the Pacific Surfliner cruises across bridges and tracks overlooking the ocean. Using the railroad as a backdrop helped illustrate that YONY is here to exist as a brand focused on timeless pieces.