Lee Jeans— Spec Campaign

Developed as a conceptual spec project for Lee Jeans, this shoot reimagines the brand’s heritage denim through a modern, fashion-forward lens — blending authenticity, character, and contemporary attitude. The aim was to create imagery that feels campaign-ready while staying true to Lee’s identity: timeless, honest, and effortlessly cool.

Shot with sharp light, real urban locations, and a stripped-back styling approach, the series highlights denim as both a wardrobe essential and a statement of personal style. The images are designed to reflect the tone of an international Lee campaign — grounded in Americana roots yet shaped by a new generation of individuality and confidence.

Creative Roles

Art Direction — Defining the visual identity, mood, and creative direction of the project.
Concept Development — Building a clean, modern narrative that elevates denim through strong character-led imagery.
Location Scouting — Selecting urban backdrops that enhance the authenticity and attitude of the shoot.
Styling & Casting — Choosing talent and wardrobe that embody the spirit of the brand: confident, natural, and contemporary.
Photography — Capturing high-quality, campaign-driven imagery with an emphasis on light, texture, and silhouette.
Retouching — Polishing each image while maintaining the rawness and realism that define Lee’s aesthetic.

This spec campaign showcases my ability to translate the essence of a global denim brand into a series of bold, market-ready visuals — blending commercial clarity with a refined creative vision.