Fashion Campaign: THE TRIP

The Trip is a fashion campaign set against the Dubai desert. The story centers on an older woman who falls asleep on her poolside lounge chair and dreams of her younger self—spirited and free in the wild, hippy days of the 1960s and '70s. The visual narrative blends Western and Eastern aesthetics, creating a unique fusion of cultures and eras. Joana played a pivotal role in bringing this campaign to life, serving as the Creative Producer. She also contributed as the Casting Director and developed and edited much of the campaign’s social media content, as well as producing the lookbook.

Click the images to see the campaign reels.