Campaign Management, Creative Direction, Catalog, E-Commerce

Cathy Does emerged from her mother's living room. Playing off the mispronunciation of the designer's Vietnamese surname, "Does" encapsulates the process of a foundation of rawness evolving into forms. Driven by a deep sense of responsibility towards our planet, Cathy Does is crafted entirely from deadstock materials, reflected the designer's dedication to sustainability.

The project spanned three days: we began with a conceptual session surrounded by textiles, textures, and mood references, laying the visual foundation in an environment that sparked collaboration and inspiration. Day two transitioned into a structured studio shoot, where every detail—from lighting to set styling—was meticulously planned to ensure consistency and brand alignment. We concluded with a spontaneous, free-flowing shoot by the ocean, capturing natural light, movement, and organic moments that added depth and emotion to the final collection. Across these varied settings, we crafted a series of visual narratives tailored to multiple platforms, delivering a diverse image library optimized for both social media engagement and e-commerce performance.