Ann Demeulemeester
Mock Campaign
In Between, We Exist
where tension shapes identity
Role
Sofia Jeannot - Creative Director & Model
Amanda Jeannot - Model
Esteban Alvarez - Photographer
A mock advertising campaign built around the brand's signature duality: light and dark, lace against concrete, softness against structure.
Through original photography, styling, and end-to-end campaign development, the work captures the tension where opposing forces meet and identity takes shape.
This project began with deep brand immersion into Ann Demeulemeester's history, translating her signature tension between fragility and strength into a cohesive creative direction. The presentation covers concept development, research, storyboarding, and a curated Spotify playlist built to hold the campaign's emotional world. The moodboards guided every decision on set, from styling and makeup to hair, location, and pose direction, staying true to a vision that's raw, precise, and emotionally charged.
The Presentation
