Fashion Campaign: BACK TO SCHOOL

Back to School is a vibrant campaign inspired by the classic film The Parent Trap. Drawing from the movie's iconic moment when the California twin reunites with her London counterpart, the concept explores how each twin's personal style is influenced by their distinct cultural backgrounds. The campaign highlights these differences through fashion, with a nod to the famous handshake scene as the twins reconnect. In this project, Joana played a key role as co-art director and creative producer, overseeing the entire creative process. She also took on the responsibilities of casting director,, and assistant stylist, ensuring every detail reflected the campaign’s vision.

Click the images to watch the campaign reels.