project: YONY Spring/summer 2022

THE CHALLENGE: TAKE PEOPLE TO A WORLD IN WHICH CONEY ISLAND COULD EXIST IN CALIFORNIA and the beach boys are the band of summer. 

Coastal California culture immediately invites images of surfers, bleach blonde hair and the Venice sign. The challenge for this shoot was to portray a feeling of refined Americana while blending the brand’s California roots. To do this, I searched up and down Southern California for a location that had the specific 1950s California beach bungalow architecture I was looking for. We landed on Crystal Cove State Park in Newport Beach. Here we were able to paint a picture that was sentimental yet contemporary.