MAD LEMON PALM SPRINGS

Goal:

Create a 1970s-inspired brand campaign evoking the energy of a sun-soaked Palm Springs pool party, inspired by the work of Slim Aarons.
The concept was to blend retro glamour with a playful, citrus-forward aesthetic—bringing together bold styling, vibrant props, and a sense of warm, timeless leisure. We wanted the viewer to feel the heat, taste the lemon, and crave the moment.

Action:

To bring the Slim Aarons-inspired concept to life, I led the creative direction and hands-on production of the shoot. My role included:

  • Developing the campaign vision inspired by 1970s Palm Springs and Slim Aarons’ iconic poolside imagery

  • Creating the moodboard to guide styling, color palette, lighting, and prop selection

  • Sourcing vintage props and glassware to evoke a playful, nostalgic atmosphere

  • Curating wardrobe and visual details to reflect the tone of retro luxury and summer leisure

  • Directing the shoot on-site, from composition and blocking to set adjustments and styling continuity

  • Overseeing natural light usage and cinematic color grading in post-production to amplify warmth and visual storytelling

  • Managing creative communication across the team to ensure visual alignment with the original campaign concept

Result:

The final campaign delivered a cohesive visual identity that positioned Mad Lemon as a bold, lifestyle-driven beverage concept. The imagery captured both the product and its atmosphere—elevating it beyond a simple drink into a full sensory experience.

The shoot established a strong creative direction for the brand, blending retro influence with modern polish, and laid the foundation for future content across digital, print, and experiential marketing.

This project showcases my ability to:

  • Translate brand ethos into elevated visual storytelling

  • Lead campaign development from concept to execution

  • Curate environments and props that drive emotional impact

  • Develop content adaptable across multiple platforms

  • Position lifestyle brands visually and emotionally within market context

INSPIRATION:

Mood boards and curated inspiration made by me (not my photos)

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RESULT:

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Credits:

Founder: Corina Remer

Creative Director & Set Stylist: Catherine McCabe

Photographer and Editor: Idi Camara

Stylist: Olivia Restivo

Videographer and Editor: Olivia Restivo

Mixed Media Specialist: Catherine McCabe