Happy
Brand Campaign
Agency: CLOSER Agency
Creative Director: Andreas Neophytou
My Role: Campaign Art Director
Photographer: Dan Jackson
Producer Jenny Friedberg
Client Leo Livshetz
Hair Jimmy Paul
Makeup Frank B
Nails Rica Romain
Styling Deb Watson
We developed the visual direction and launch campaign for HAPPY, the first wearable designed to support both mind and body, tracking stress, energy, sleep and activity in real time, 24 hours a day. Centered around the idea that “Happy Is Here,” the campaign introduced the product through a cast of 24 individuals, each selected for their unique personality, presence and personal style.
Shot against muted studio backdrops, the imagery combined intimate portraiture with expressive product detail, using subtle hand and body gestures to visualize emotional states such as mindfulness, calm and stress. Alongside the photography, we captured candid interviews with each cast member, weaving their voices and perspectives throughout the launch campaign to create a human, optimistic and emotionally resonant introduction to the product.
