YOU HAVE TO OWN IT.

An advertising campaign for Juicy Couture.

For thirty years, Juicy Couture has been unapologetically messy. And the brand has owned every single moment of said messiness. Three friends come together after a night of partying and realize something crucial. When it comes to Juicy Couture, you don’t just have it. You have to own it.

The Ask:

Develop a campaign that reimagines Juicy Couture for a modern audience while honoring its iconic Y2K heritage. Our challenge was to capture the brand’s unapologetic attitude and feminine confidence in a way that resonates with today’s fashion consumer.

The Process:

These storyboards establish the film’s narrative flow and visual rhythm, emphasizing texture, lighting, intimacy, and the dreamlike glamour of the Juicy Couture brand.

Inspiration

The Result:

A visually-driven campaign that revived Juicy Couture’s iconic attitude for a new era — blending nostalgic glamour with contemporary edge through imagery, film, and digital storytelling.

Meet the Team

Autumn Griswold

CREATIVE DIRECTOR, STYLIST, PRODUCTION DESIGNER
https://www.thegrizz.org/
Taylor N. Braun

PHOTOGRAPHER
https://www.taylornbraun.com/
Sydney Perkins

HAIR & MAKEUP ARTIST
@perkinsydney
Jasper Powers

VISUALIZER
@amalgam.png
Carter Spainhour

CREATIVE INTERN
https://cspainhour.com/
Payton Kustka

CREATIVE INTERN
https://www.paytonkustka.com/
Chloe Shrader

CREATIVE INTERN
https://chloeashrader.myportfolio.com/
Emma Parker

Model
@Emma_parker004
Owen Boatright

MODEL
@bboatrightt
Kadence Roehm

MODEL
@serene..salem