WINNERS Moments Fall ‘25 / WINNERS
For Winners, our focus was on warmth, effortlessness, and the fleeting atmosphere of fall. We set out to create filmic stories— short visual pieces that capture not just fashion, but a particular mood, feeling, and shift in season. The tone is polished but cinematic, grounding the campaign in something that feels real, yet artfully composed.
We used contrasting architectural backdrops— warm limestone facades alongside sleek glass structures— to highlight the versatility of the brand and bring out the texture and depth of each look. As the day unfolds, our characters move between casual streetwear and elevated styling, and back again. By shifting between these moments out of sequence, the visual rhythm stays dynamic and unexpected.
This project was about capturing golden, unscripted moments: a glance to camera, light cutting across a building at just the right angle, the subtle hum of the city in motion. Every shot was carefully considered, yet open to spontaneity— layered, cinematic, and unmistakably fall.
“We recently worked with True Film Studios to shoot a series of short fashion stories. Queena has an eye for capturing emotion and beauty through her innate use of natural light, composition and pacing, which helped elevate the simple story of a walk through the city.
[True]’s point of view added a deeper layer of visual storytelling while still including the details and quality of the clothing. The production and shoot days unfolded smoothly, and our client was thrilled with the results.”
— Alex Gosse & Susan McCallum / Art Directors for WINNERS/TJX INC.
