KRISTIAN HEIJKOOP
Creative DirectionGlobal Fashion Campaigns & Brand Storytelling
ARIA
Evie Young BridalThe brief was an opening night. The curtain rises on this season's must-see bridal collection. Aria was shinning a spotlight on Evie Young's theatrical muses, the prima donna act. To make the campaign land, the production had to feel like theatre too. I took the show to the State Theatre, Sydney, the most cinematic room in the city, and built three days of work around its scale. Including the marquee changing for our brand only.
Three days. 35 gowns. 18 hero styles. Film, photography, e-commerce and social, all captured in parallel. Everything that the wholesale launch, the campaign rollout, the website, the trade decks and the social feed would need, produced inside one location, one crew, one creative thread.
TERRA
Madi Lane BridalTerra began with two words: of the earth. A collection about love that is raw, grounded, devotional, ethereal softness held against the strength of structure. The brief I set myself was to take that one idea and carry it, unbroken, from a moodboard to a global retail launch across three separate shoots, four markets, and a month-long post sprint, without ever letting the thread break.
Five days on the ground in Bali. Sixteen people on set, three models, thirteen crew. A custom set engineered to fold flat and travel, hand-painted with Queensland theatre designers to match the Bali location exactly, so the studio e-commerce read as the same world. Then thirty days of post-production, film, stills, e-comm, EDM, social and trade collateral, all speaking the same language as the moodboard. Terra is the most cohesive campaign we've shipped. The collection now carries three of the brand's global top-sellers.
CALEXICO
CALEXICO BOUTIQUE AUSTRALIACalexico stocked over 120 international labels across menswear and womenswear, a multi-brand luxury retailer where my job was to hold a single creative voice across all of it. As Creative Director, I owned brand identity, content and 360 campaign output across both Calexico and Calexico Man: retail, e-commerce, OOH, social, digital, EDM, in-store events and visual merchandising. The brand experience from window to rack belonged to me.
I planned and directed one to two shoots a week, around 80 a year, across campaign, lifestyle, editorial and e-commerce. I ran the editorial calendar across social and EDM: six EDMs a week, a four-post daily social cadence across two brand accounts. I concepted and art-directed every seasonal campaign — Denim Month, Mother's Day, Spring Racing, holidays leading execution into market. I led the team behind it: Graphic Designer, Creative Assistant, Photo Editor.
JEFFREY’S
JEFFREY’S BOUTIQUE NORTH AMERICAJeffrey Kalinsky personally selected me. BoF 500, Nordstrom's Designer Fashion Director, the buyer who decided which luxury house got shelf space on the floors of New York, Atlanta and Palo Alto. He hired me to produce and photograph the campaign and marketing work for Jeffrey, the boutique he built. Gucci, Prada, Chanel, Dior, Christian Louboutin and the other houses in his world. The brand teams approved the work. They reposted it to their own channels. Millions of impressions, by their hand.
The work itself was relentless. I shot around 200 e-commerce assets a week, published over 1,500 images and more than 50 posts a week across social, e-shop, web, EDM and in-store. I grew the boutique's Instagram following by 75% in twelve months. I partnered with the CEO on campaign concept approvals, copywriting and rollout across MailChimp and Farfetch wholesale e-commerce. There was no second-take culture: it was a luxury operation running at e-commerce volume, and the standard never moved.