On lifestyle shoots especially, it's the feeling that sells the stuff. And for a B2B campaign promoting bio-fabrics that can be woven into literally anything with deliciously comfortable results, it was ALL about the feeling. We cast a beautiful range of agency talent who could slip effortlessly into every category from underwear to outerwear to formalwear. But that je ne sais quois authenticity felt a bit missing when we started to get outdoorsy - until I realized my star was working on set as the prop stylist’s assistant. You find game in unexpected places if you’re open to looking.