jolie skin co

art direction and styling for jolie skin co. raw, unfiltered energy meets clean, filtered water. 

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campaign transforms the simple act of showering into a sensorial visual feast—a comic juxtaposition between luxury and utility that blends the rebellious elegance of westwood and gaultier with my grandmother’s jewelry and a bolero tie necklace that my pop-pop made before he passed…and the jolie filtered shower head. in a departure from traditional bathroom settings, our shoot unfolds against the backdrop of an outdoor shower oasis (or the absurd departure from that) nestled amidst the manhattan bridge and its adjacent markets in chinatown. drawing inspiration from a 1940 life magazine image of a “..sunbather taking an outdoor shower as woman preparing for her turn, looks on, at beach,” we called up our set designer chems and said “i want to make a shower like this, also I think we need a claw foot tub and a persian rug.” like little kids racing to the candy store we marched over to the chinatown dragon fighters fire department, mission in mind, to ask if they could open the hydrant for us. chems rigged a hose from the hydrant through a c-stand and somehow attached the jolie. it was our 2024 nyc dirty city version, except the water was clean, thanks to jolie. 

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the images create a compelling visual narrative where the mundane meets the extraordinary (or perhaps just the extra). we invite viewers into a world where daily routines are transformed into moments of indulgence (& pleasure), where utilitarian objects become aesthetic self care rituals. it’s a communal reminder that we deserve to enjoy our routines wherever we are, a sentiment integral to every corner of the city—no matter how it changes.