To support the launch of the latest Shona Joy collection presented at Afterpay Australian Fashion Week 2021 (AAFW), we were tasked with developing a digital runway: a video that told the story of the new collection, embodied the ‘endless summer’ aesthetic of Shona Joy, and portrayed a feeling of positivity and radiance. 

Enter: the story of the ‘Shona Joy Nomads’. Set on location in Green Island, Manyana, NSW, our models walked slowly, barefoot through the sand to the uplifting, yet relaxing beat of a soundtrack curated by Thom Pringle. They evoked a sense of calm and laid-back elegance, wearing the clothing and accessories with ease. 

Using a mixture of drone shots and close ups, we were able to show the drama of the location, the finer details of the collection, and build a narrative of who the ‘Shona Joy’ wearer is, firmly cementing the brand as a high quality, refined Australian fashion label. 

Teaser videos were created for social media, email marketing and the Shona Joy website, followed by a full-length video and special cut for use on social channels upon launch. In addition, our photographer took full outfit and detail shots for use across the Shona Joy lookbook, journal, website, and social media, ensuring every aspect of this collection was given the attention it deserved.