INTRODUCTION
This exhibition book offers a reflective overview of my creative and professional development, following the production journey of my final major project campaign, Peppermayo The Road Trip. It highlights key moments from concept development to final execution, showcasing my full creative direction and campaign planning process. The campaign explores an Australian-rooted heritage through a road trip-inspired narrative, with a strong focus on storytelling, lifestyle, and visual branding,
aiming to redefine brand identity, build community, and implement authentic marketing strategies that genuinely connect with real audiences. With the introduction of menswear, the campaign also seeks to expand Peppermayo’s target demographic; therefore, this project will combine editorial styling with commercial strategy. Four location-based collections form the foundation of the campaign, inviting consumers to travel through each destination, mirroring the essence of a road trip journey.
Western Glow
THE ROAD TRIP Journey
Wild Outback
Urban Horizon
Bondi Bliss
Beginning... AT THE
At the very beginning of my FMP journey, before developing my campaign concept, I completed the component Brand Me, a project that played a crucial role in shaping my creative mindset and chosen direction. In this project, I explored my heritage, upbringing, and personal history in a mission of self-discovery that would support future decision-making. The objective was to uncover my authentic brand identity and personal storytelling, an idea that went on to greatly inspire my campaign. Re-
alising how much this project helped shape my creative direction, reignite my childhood creativity, and cement my love for digital marketing and fashion journalism, I recognised its potential as a concept that brands could use to stand out in a crowded market. Brands lacking a unique identity or strong storytelling can benefit from reconnecting with their roots to build a distinct, authentic image that is both relatable and community-driven. And that’s where Peppermayo: The Road Trip began…
Important Note
An additional key moment in my journey was the trimester Creative Agency. This project was pivotal in shaping my brand identity and marked the period where I truly discovered my love for layout design. In my Brand Me project, I reflected on a growing interest in fashion journalism, an area I first connected with while creating a replica of Grazia magazine. For Creative Agency, I was given an image to recreate, and to document the process, I developed a visual diary using a magazine layout of my choice. After completing Brand Me, I recognised the clear overlap between my passion for structure and organisation and my love for layout design. This allowed me to align one of my strengths with a potential career direction. To reflect this, both my brief and this journey book follow a magazine-style layout, an intentional choice that visually represents my personal brand.
PEPPERMAYO
Why is my camapign concept appropraite?
At the beginning of my FMP journey, I researched three brands within my chosen market level of fast fashion/bridge brands: Peppermayo, Motel Rocks, and Oh Polly. Peppermayo stood out to me, an emerging fashion brand gaining international attention but with noticeable flaws and unfilled gaps. Despite having a mega-level status on social media, with their largest platform standing at 1.3 million on Instagram, I immediately recognised the brand’s low engagement rates. I began to investigate the reason, and while researching my second brand, Motel Rocks, a label with higher engagement, a strong brand identity, and consistent storytelling, I not only identified where Peppermayo was lacking, but I also discovered a way to fix it through my campaign. Similar to how I rediscovered my roots in the Brand Me component to build my own authentic brand identity, Peppermayo The Road Trip was created to reconnect the brand to its Australian roots while reigniting its connection with Gen Z consumers through relatable, experience-led storytelling. The campaign's aesthetic aligns with Peppermayo’s playful, vibrant tone while introducing a more curated and narrative-driven approach. It embraces their core values, youthful energy and trend-focused style while elevating the visual storytelling to create deeper consumer engagement. With a focus on aspirational lifestyle content, diverse styling, and digital interactivity, the campaign fits seamlessly within their world, bridging the gap between what Peppermayo is now and what it has the potential to become.
Campaign Inspiration...
GAP YEAR CULTURE
Social Media Attention
Movie References
HERITAGE, CULTURE & LIFESTYLE
Campaign Inspiration...
CAMAPAIGN INSPIRATION-MOTEL ROCKS
MOTEL ROCKS
Campaign Inspiration...
COACHELLA
FESTIVAL FASHION
WESTERN Glow
• Sun-soaked neutrals
• Earthy tones
• Textures
• Pearl details
• Lightweight fabrics
WILD Outback
• Bohemian influences
• Festival-inspired
• Earthy tones and sandy shades
• Playful textures
• Leather accents
BONDI Bliss
• Light fabrics
• Flowy silhouettes
• Bright colours
• Swimwear
• Beach accessories
URBAN Horizon
• Streetwear
• Oversized
• Day-to-night styles
• Denim & pops of colour
• Layering
ORIGINAL STYLING MOCKUPS
FLAT LAYS AND DRESS STAND STYLING
DEVELOP THE LOOKS How DidI...
While developing my campaign concept and its individual collections, I curated distinct identities for each location-based sector, drawing influence from the environment, climate, culture, lifestyle, and trend research to accurately reflect the essence of my narrative. Each look was then carefully styled to align with its collection, ensuring the aesthetic captured the unique atmosphere of the featured location. I revisited my original moodboards as visual references to guide tone, energy, and identity, using colour palettes, texture, and layering to bring each concept to life. Once the direction was set, I created styling mock-ups, incorporating garments I already owned, to prepare for the menswear test shoot and to build womenswear flat lays and dress stand styling.
Experimenting with duo poses
TEST SHOOT
Reflection...
To prepare for my final campaign photoshoots, I conducted two test shoots, each with different core objectives. The first focused on menswear, using my available models to trial styling and posing in a studio setting, which also allowed for editing experimentation. The results exceeded my expectations; I was extremely pleased with the visual outcomes. The use of AI backdrops successfully reflected each collection’s theme and effectively replicated the Australian landscape. As my female models were unavailable, I acted as the talent for the second test shoot, using a beach location to assess the setting and
overall visual output. This shoot highlighted the importance of location testing, especially when dealing with unpredictable outdoor conditions. It confirmed that my chosen time of day created the ideal atmosphere and helped identify key improvements for the final shoot.
AI backdrops
ORIGINAL FINAL PHOTOSHOOT
PLAN AHEAD OF TEST SHOOT:
• Photoshoot 1: Womenswear, beach location, 2-3 models, 5-6 outfits.
• Photoshoot 2: Womenswear, studio location, 2-3 models, 5-6 outfits.
• Photoshoot 3: Menswear, studio location, 2 models, 6 outfits.
WHAT HAVE I DECIDED TO CHANGE?
Following my test shoots, I reflected deeply on my campaign direction and visual outcomes. Initially, I planned for womenswear to remain the primary focus, with menswear playing a smaller supporting role. However, after reviewing the results and recognising the significance of the market gap, I decided to elevate menswear as a key feature of the campaign. This led me to revise my photoshoot plan, transforming the original womenswear beach shoot to mens-
wear-focused instead. I believe this setting will offer fresh, unique content and create a stronger narrative around the campaign's launch. Additionally, I’ve decided to incorporate a campaign video for this shoot, capturing the essence of an Australian road trip through menswear. This added layer of storytelling will enhance engagement and broaden visual appeal, something I hadn’t initially considered but now view as essential.
Original form that I completed
Final email recieved.
NEW LOCATION
As a result of my test shoot, I identified that my original location choice, Crosby Beach, was not appropriate due to the area being overly crowded and untidy. Recognising the importance of finding a more suitable setting, I began researching alternative options and discovered Ainsdale Beach, a beautiful coastal landscape just further along the Sefton coast. With backdrop opportunities such as sand dunes and an on-site car park, it appeared to be the ideal location for my final photoshoot. To confirm its suitability, I visited the site on 02/05/25, which led to me contacting the landowner to request permission for use. Permission was ultimately granted following consistent communication and the submission of public liability insurance documents to cover my time at the location.
MENSWEAR Restyling
Reflecting on my test shoots, styling appeared as a key area needing improvement, prompting adjustments and the introduction of new looks. I expanded the menswear showcase from six to eight outfits to allow for duo poses across each collection and made specific styling changes to improve visual cohesion.
While both test shoots primarily used garments I already owned, I chose to push my final styling further by sourcing new pieces and experimenting with more creative combinations to achieve the strongest outcome. However, I did retain certain items from the test shoots where the results were successful.
I completely restyled the outfit, replacing the grey shirt and black shorts with a blue and white striped shirt and linen trousers. The new look feels more cohesive and better represents the Bondi Bliss collection.
A second outfit was added, and accessories were introduced.
Both outfits remained unchanged, as I was satisfied with the test shoot outcome.
WESTERN GLOW Final Styling...
Final Styling...
WILD OUTBACK
Final Styling...
BONDI BLISS
URBAN HORIZON Final Styling...
WOMENSWEAR Restyling
For womenswear, more significant adjustments were necessary, as the test shoot focused more on the physical environment than outfit testing, leaving this area underdeveloped. My approach to capturing this part of the campaign evolved as I explored the best solution. Initially, I planned to use multiple models and five to six outfits, mirroring the menswear approach, but ultimately decided to use one model and a single outfit to create a strong editorial image. In preparation, I developed multiple styling options covering each collection to assess on styling day.
After evaluating my options, I chose to base my editorial styling on the Wild Outback collection. This collection captures the essence of my campaign, blending current fashion trends with the rich culture and heritage of Australia, making it ideal for expressing the strong storytelling I want my editorial image to convey. The look draws inspiration from festival fashion and bohemian aesthetics, reflecting the campaign's free-spirited, expressive tone.
Inspiration moodboard.
Styling
DayAhead of the photoshoot, I tested the outfit on a peer to evaluate its overall impact and identify any adjustments. It initially felt too minimal, so I added a white maxi skirt to introduce more depth and enhance the bohemian aesthetic. I also planned further improvements, including a third skirt for added layering, cowboy boots for cohesion, and chunky gold jewellery to elevate the detail. I restyled the outfit one final time before shoot day and was extremely pleased with the result, as the changes significantly enhanced the visual impact of the look.
FINAL STYLING
OUTFIT Breakdown...
PHOTOSHOOT PLANNING 1
Lighting plan Car poses
SONY RX100 VII
PHOTOSHOOT Reflection 1
My first final photoshoot was extremely successful. Despite some challenges that come with shooting in a public environment, I was overall very pleased with the results. We arrived on location according to the planned timetable, but due to an unexpected heatwave, the beach was significantly busier than during my previous visit. These conditions limited some shooting options, but I adapted by positioning the car against a clear sand dune and adjusting camera angles to avoid visual clutter. Knowing that minor imperfections could be resolved in post-production, we proceeded as planned. The shoot ran smoothly, and we efficiently moved through each outfit, capturing a range of shots across the three planned locations. We wrapped up ahead of schedule, finishing around 8pm. One element I was unable to include was sunset lighting, as sunset occurred much later than expected. Although this was disappointing, as I loved the atmosphere it created in my test shoot, it didn’t negatively affect the outcomes, and there’s still clear lighting variety across the collection imagery. As a result, I now have a strong selection of images that reflect my shot list and moodboard references, along with video content that will be used for my campaign video.
EDITING & POST- PRODUCTION
The editing process has been vital in enhancing my collection of imagery from this photoshoot. With the end goal being to physically replicate an Australian landscape and climate in a UK location, post-production has been instrumental in shaping my creative choices.
Lighting enhancements were used to brighten and warm the imagery, evoking an Australian climate and strengthening the visual storytelling.
My software choice was Adobe Photoshop & Lightroom due to the variety of tools available.
Cropping tool to adjust image focus.
The selection of removal tools in both software has been essential in eliminating visual clutter.
Warm lighting
Before vs After
Before vs After
To create visual contrast throughout my lookbook, I incorporated black and white filters during post-production. This not only enhances a sense of luxury but also adds an element of mystery, inviting curiosity and deeper engagement with the imagery.
BLACK & WHITE
Campaign Video
To bring my campaign to life through motion, I created a 42-second campaign video using a successful selection of footage captured during this photoshoot. The visuals were chosen to reflect the energy, tone, and narrative of Peppermayo The Road Trip, offering a dynamic representation of the campaign. For the soundtrack, I collaborated with my model, who is also a musician, to produce a bespoke backing track. The music features layered guitar melodies and was loosely inspired by Milky Chance’s Down by the River, with added creative twists to better suit the vibe of the campaign. I’m incredibly pleased with the final result, which not only captures the visual identity of my project but also reflects the collaborative and creative spirit behind it.
The creation process
PHOTOSHOOT PLANNING 2
White backdrop & studio lighting
Pose inspiration moodboard
Eight outfits
Chair Poses
PHOTOSHOOT Reflection 2
My second final photoshoot was equally successful, producing outcomes that surpassed those of the initial test shoot. The process ran smoothly without any issues, and we moved through each outfit efficiently, finishing on schedule at 4pm. All planned poses, aligning with my shot list and moodboard references, were successfully captured, resulting in a strong variety of
images for post-production. Photos were taken using both a professional camera and an iPhone, offering a mix of quality and style. Reflecting on the process, the earlier test shoot proved invaluable, allowing for better preparation and helping my models feel more confident and familiar with the setup, which was clearly noticeable in the final imagery.
Before vs After
EDITING & POST-PRODUCTION
Adobe Lightroom & Photoshop
I incorporated Adobe Firefly AI to create custom themed backdrops in specific images.
Lighting enhancements to attract visual interest and highlight image focus.
Post-production played a pivotal role in elevating my menswear studio images. Working within a controlled studio environment, it was essential that the models stood out as the central focus, drawing the viewer's attention. Enhancing the lighting during post-production significantly contributed to achieving this visual impact. This set of images also forms a major part of the collection's social media content, making it even more important that each shot was refined and perfected in the editing process.
Cropping tool to adjust image focus.
Removal tools to heal imperfections & backdrop damage.
Enhanced vibrance to elevate warmth and align with the visual narrative.
BACKDROPS AI
After the success of incorporating AI-generated backdrops in my test shoot, I decided to carry this element through to my final outcomes. Using Adobe Firefly, I experimented with various prompts until I achieved visuals that aligned with my creative vision. I then imported the generated backdrops into Photoshop, where I applied blur and adjusted opacity, an essential post-produc-
tion step identified during my earlier shoot, in which I noted that overly bold backdrops distracted focus from the models. Once the final visuals were complete, I evaluated where these images would be most appropriately used. Given their digital and experimental nature, I concluded that they would be best suited for social media content, rather than inclusion in the professional campaign lookbook.
Before vs After
PHOTOSHOOT PLANNING 3
One editorial outfit.
Lighting
inspiration
Professional photographer
Warm lighting
HAIR
Brief
• Two loose braids
• Face-framing strands
• Boho
• Relaxed & Soft
• Gold hair charms
• Festival-inspired
Since refining my womenswear photoshoot to better suit my editorial vision, I decided to update my model’s hairstyle to more effectively complement the outfit and narrative. I initially planned soft beachy curls to suit all collections, but after making significant changes, the look no longer achieved the desired effect. Instead, I’ve chosen two loose braids to reflect the bohemian essence of the Wild Outback collection. Accented with gold hair charms, the new style adds detailed interest and strengthens the overall visual impact. I will style my model’s hair on the day to ensure it aligns precisely with my vision.
HAIRSTYLE Testing...
Since I’ll be styling my model’s hair, I chose to practise the look in advance to ensure it could accurately reflect my vision. This test allowed for trial and error, resulting in a successful and replicable outcome.
Hair charms
MAKEUP Brief
• Glowy
• Natural glam
• Bronzed & Rosy
• Lightweight & Soft
• Hydrated
• Luminous
• Sunkissed
• Warm
• Radiant
The makeup brief for my editorial photoshoot has remained consistent throughout my FMP journey. While other elements evolved, a sun-kissed, dewy look was maintained to complement the desert climate and festival-inspired theme. Its soft, radiant finish enhances the updated hairstyle, outfit, and overall visual direction. My model will be doing her own makeup, guided by the moodboards and references I provided to ensure consistency with the intended aesthetic.
PHOTOSHOOT Reflection 3
My third and final photoshoot ran very smoothly, with no dilemmas encountered and a series of highly successful outcomes achieved. For this shoot, I worked with a professional photographer, which required significantly more preparation to ensure clear
communication and efficient use of the shorter timeframe compared to my previous photoshoots. I arrived at the studio around 10am, two hours ahead of my 12pm timeslot. This gave me sufficient time to organise the garments, mood boards, and hair products, as well as familiarise myself with the setup and meet the photographer before my model’s arrival. My model arrived at 10:45am with her makeup already done perfectly, allowing me plenty of time to style her hair and make precise adjustments to the outfit to align with my final styling, both of which were completed successfully. Within the 40-minute timeframe, I was able to replicate and capture every planned pose from both the mood boards and the shot list. By communicating effectively with the photographer, I selected the lighting settings that produced the warm, sunlit tone I envisioned and directed the angles I wanted for each pose. As a result, I now have a wide selection of editorial-style images to develop further in post-production, along with behind-thescenes footage that I can compile into a BTS video.
Behind The Scenes
EDITING & POST- PRODUCTION
Adobe Lightroom & Photoshop
Removal tools to heal imperfections & backdrop damage.
Lighting enhancements were used to increase contast & depth, reducing highlights to create a smoother, more refined finish
Warm lighting was used to highlight golden accents and evoke the aesthetic of a desert climate.
The editing process has been essential in refining and elevating my editorial images, allowing me to make enhancements that align with my creative vision. It has also allowed me to correct minor imperfections, improve image quality, and highlight key styling details, ultimately strengthening the overall visual impact of the final outcomes.
Cropping tool to adjust image focus.
Before vs After
Editing with shadowing effects
Original editing
Editing/Post-Production
SHADOWING
One element of post-production I explored in my editorial images was shadowing. Since I was shooting a primarily white outfit against a white backdrop, I wanted to experiment creatively with contrast. Using tools such as vignette, I darkened the outer edges to add depth and visual interest. However, I found that this technique diverted attention from the styling and disrupted the warm, sunlit atmosphere I aimed to create, so I ultimately chose not to develop it further.
BLACK & WHITE Editing/Post-Production
After successfully using black and white effects in previous imagery, I was keen to apply the technique to my editorial photoshoot. I experimented with various settings through trial and error but found that it didn’t achieve the desired outcome and significantly limited the images’ storytelling potential. As a result, I chose not to pursue this method further and instead focused entirely on my original editing approach.
FINAL Reflection...
As I reflect on the journey of creating Peppermayo The Road Trip, I’m incredibly proud of how far I’ve come, both creatively and professionally. This project has been a true representation of my personal brand: bold, expressive, youth-driven, and rooted in strong visual storytelling. From concept development to final execution, I’ve deepened my understanding of campaign planning, creative direction, styling, and brand alignment. Along the way, I also discovered a passion for marketing and layout design, two areas where I’ve been able to explore my creativity in more strategic, impactful ways. Whether it was designing the year-
book or curating social media content, I found fulfilment in shaping how visuals communicate meaning and identity. I’ve developed essential skills in time management, collaboration, and adaptability, especially when responding to real-world challenges during shoots and production. This experience has pushed me out of my comfort zone, helping me grow in confidence and creative independence. More than anything, this project has prepared me for the fast-paced demands of the fashion industry, giving me a strong foundation to step into industry roles with a clear sense of identity, purpose, and direction.
Conclusion...
Bringing my final major project to life has been a transformative journey, one filled with creativity, challenges, discovery, and growth. From the initial concept of Peppermayo The Road Trip to launching my work to industry at Launch Night, I’ve come full circle. What began as a vision has now become a fully realised campaign that reflects not
only my skills and passions but also my identity as a creative. This process has shaped me into a more confident, independent and focused individual, ready to take on the next stage of my career. I leave this chapter proud of what I’ve created and excited for what’s to come, knowing I have the direction, experience, and voice to thrive in the industry.
