Set against the sun-washed walls of Mexico City, this collection captures the soulful connection between

FORM AND FREEDOM

Minimal yet luxurious—grounded in color, texture, and spirit.

Directed and Co-Shot by Dakota Seidenspinner

THE TEAM

Creative Director: Danielle Moore
Photographer: Ward + Kweskin
Wardrobe: Keyla Marquez + Jessica Kao
Hair + Makeup: xxx
Props: Justin Fry
DP: Logan Rice
Producer: Monique Flores
Casting: Mark Truong
Editorial: Mayra Sanchez + Amanda Medved
Graphic Design: Mario Estrada + Jovan McGee
Social Media Designer: Dakota Seidenspinner

EXECUTION

As the social creative lead

I translated the seasonal concept into a social-first campaign through creative development, on-set direction, and post-production execution. I shaped the visual language, captured social-first content, and designed cross-channel assets — from teaser cuts and hero videos to product spotlights, Reels, carousels, and story templates — creating a cohesive rollout that introduced the Fall world and highlighted key moments of the collection

Social Rollout Overview

TEASERS

A three-part teaser series highlighting the new Fall colorways, designed to introduce the palette ahead of the full campaign launch.

PLUM COMING SOON: Dark, dreamy, and a little bit mysterious

GINGER COMING SOON: Warm, glowy, and radiant

CHOCOLATE COMING SOON: Rich, moody, and luxurious

LAUNCH

The launch phase revealed the full Fall world: rich tones, tactile visuals, and clean product storytelling. Shot at the iconic Barragán Stables, the campaign’s warm architecture and sculptural light grounded the season’s aesthetic. I developed the hero launch video and designed the supporting social carousel to introduce the collection and anchor the visual narrative across platforms. I also created a product overview layout to help buyers quickly understand the full range of frames and colorways at launch.

MAIN FEED

After launch, I expanded the Form & Freedom world through a mix of product-driven moments, trend-led edits, and editorial storytelling. This phase leaned into close-up details, soft movement, and lighter visual beats that felt natural on IG and TikTok while still carrying the campaign’s elevated tone.