ilabb winter campaign - commercial photography

ilabb is an experience-driven apparel brand originating from New Zealand, Embracing a culture of living to let go.

the focus of this campaign was to showcase ilabb's core belief of letting go through dynamic, action-packed scenes. This shoot spanned various locations within queenstown capturing the essence of adventure and outdoor activities. the goal was to showcase ilabb's latest collections in real-world settings, highlighting versatility and performance in action. From early morning trail runs to sunset hikes, the transition of outfits throughout the day was shown, emphasising comfort and style.

images featured on digital channels, in-store lightboxes, and storefront display