ACTION:

  • Developing the campaign vision inspired by 1970s Palm Springs and Slim Aarons

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

  • Sourcing vintage props

  • Curating wardrobe and visual details to reflect the tone

  • Directing the shoot on-site

  • Managing creative communication across the team 

RESULT:
Woman with curly hair wearing a white shirt and bracelets, sitting outdoors, holding a rolled-up brown paper bag with a baked item inside.
A woman wearing large sunglasses and a floral top, holding bubble solution and a bubble wand, standing outdoors in sunlight with greenery in the background.
Three people relaxing on poolside lounge chairs in a backyard with green grass, trees, and shrubs, during a sunny day.
Person lying on a lounge chair near the water, holding a phone and a fan, with a beige hat and tattoos on their arm.
Person holding a can of Mad Lemon tequila lemonade with sunset background, trees, and water
A person playing croquet outdoors on a grassy lawn, wearing casual clothes with visible tattoos, holding a croquet mallet, and aiming at a yellow ball, with part of the garden and rocks in the background.
Three people sitting and relaxing outdoors on yellow and white striped lounge chairs under a yellow umbrella, with trees and flowers in the background.
Two women relax outdoors on lounge chairs surrounded by colorful flowers and rocks, with one woman holding an umbrella and the other with tattoos on her arm, drinking from a paper fan.
A woman holding a cigarette with bright pink nail polish, wearing a large green ring, blue bracelets, and additional jewelry. In the background, four women are relaxing on lounge chairs under a yellow umbrella with a white fringe, in a garden setting
A man with tattoos on his arms is standing outdoors in a garden holding a wooden decorative item, a colorful can in his left hand, and a can with a bright design in his right hand. He wears a white short-sleeved shirt embroidered with the name "Phil"
Hand holding a colorful can of Mad Lemon pineapple jalapeño flavored tequila lemonade cocktail, with vibrant bracelets on the wrist, in front of a blurred outdoor scene with people and plants.
Two women lounging outdoors on white and orange striped lounge chairs near a garden bed with yellow and pink flowers, and rocks, with one woman holding a drink and the other holding a small fan.
A woman in a bikini stands under a yellow and white striped beach umbrella, holding a basket of canned drinks, at a grassy outdoor setting.
People relaxing by a pool with yellow umbrellas, surrounded by lush greenery and colorful flowers, on a sunny day.
A woman with curly dark hair, wearing a gray tank top, is sitting at a table holding a colorful can of drink labeled 'MADLI,' with her eyes closed and a relaxed expression. She has several blue bracelets on her wrist and red nail polish. In the backg
Close-up of a chessboard with chess pieces, a pair of white sunglasses with green lenses, and a foggy background.
A woman in a gray top and red and white checkered shorts sitting outdoors, holding a can of Mad Lemon raspberry key lime flavored sparkling water with a colorful label featuring a purple face and crown, with a blurred background of white classic styl
Colorful egg being thrown at the camera in a backyard with grass, bushes, and sunlight.
A woman with curly, reddish-blonde hair smiling outdoors during a daytime event, with people and umbrellas in the background. 
INSPIRATION:

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

Collage of vintage-style pool scenes at Palm Springs with retro fashion, poolside lounging, and scenic desert views. Words like '70s, effortless luxury, summer, playful, bright, elevated, and candid are overlaid on the images.
A collage of images with summer and fashion themes, including people lounging by pools, posing in stylish outfits, and engaging in leisure activities. Oversized text labels such as 'STYLING', 'patterns', 'FlORALS', 'TROUSERS', 'Low waist', 'Monochrom
A poolside scene with orange and yellow umbrellas, tall palm trees, and colorful buildings in the background, set against a mountain landscape. The image features a graphic overlay explaining primary and supporting colors in a color scheme.
A collage of summer poolside scenes including people playing chess in the pool, relaxing under an umbrella reading a newspaper, and enjoying drinks. There are colorful glassware, pool towels in vibrant colors, and a variety of outdoor leisure activit
Collage of vacation and leisure scenes with a focus on swimming, sunbathing, and relaxing outdoors, emphasizing playful frames, action shots, wide angles, and detailed views.
Book cover titled "Quirky Bits" with subtitle "Its Mad Lemon... It Has To Have 1 Wacky Element." Features photos of women wearing lemon-themed accessories: shoes with lemons on heels, a woman wearing a lemon hat labeled "Vibes," a person with a lemon

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

A group of five young adults standing outdoors during sunset, holding cameras and colorful drink cans, with trees and a cloudy sky in the background.
Group of women enjoying a summer evening by a pool, with some sitting and some standing near water, surrounded by greenery and flowers.
Three women smiling and enjoying a night outdoors, holding colorful drinks, with trees and a sunset in the background.