The Other Side of the Lens: We pull back the curtain on the crew who craft the magic.

As we launch our new Roam Collection, let us take you behind the scenes on our campaign photoshoot where our concepts and planning become a reality and we put a spotlight on the people behind it all.

By Ruth Cervantes, Creative Production Assistant

July 16, 2025

We fly into Byron Bay the day before shoot day to have the team settle in and ready for the early morning call time. But of course, we’ve got to treat our crew with a small crew dinner the night before. A time to get to know one another a little better, without any pressure of working. My highlight of the night is one of the crew buying everyone raffle tickets to have a chance to win a meat platter. So random, but we walked away with not only one but two seafood platters. With stomachs full, an early bedtime calls, and it’s time to wind down and rest. 

It’s shoot day! Waking up before the sun, we head down to the south of Byron Bay with hot coffees and matcha for everyone. With a 5 am call time, the morning conversation is about the crew and their broken sleep due to their fear of not waking up on time. We all didn’t want to be that person, and thank goodness, none of us were.

We settle in, hair and makeup are underway, clothes and accessories are being prepped, and the photo and video team set up. Although these may seem mundane, I like to think this is the most crucial part of the day. Everyone has finally come together like pieces of a puzzle to make the bigger picture. Each has an important role to play, incomplete without one another. 

As the sun finally rises, we dive into our first look. Capturing the delicate dresses against the natural landscapes, we take in the beauty of simplicity when we have the chance. The first look turns into the second, third and then somehow we’re at the seventh look. Each look is put together with intention. Styled to perfection, captured from every angle, filmed with a story in mind, touched up and directed. All with tireless work from the model, but of course with just enough time for a few TikToks in between looks. All the pieces of the puzzle working together to create the beautiful picture.

Fighting the morning cold, we’ve finally made it to lunch. We bask in the sun as we enjoy Mexican food with a view. And let’s not forget the additional coffee runs, some would say a ‘crucial’ part of the shoot. This is the part of the day where everyone resets and rejuvenates.

Before we know it, we get back to business. Photo, video, social, change, style and repeat. Although repetitive, we find our rhythm and get it done. The team gets a bit delusional, and the slump hits, but even more coffee and a few laughs here and there get us past it. 

As the producer behind the shoot, I’m constantly running around with a stressed head on my shoulders with a million thoughts on how the shoot could go wrong and its potential solutions. But seeing the amazing and beautiful content produced brings me pride and joy in what I do. Ultimately, it’s the crew that makes or breaks it for me, and this shoot and crew were an unforgettable one. We bonded over seafood meat platters, Mexican food and our lack of sleep. The opportunity to travel and work with everyone is something I will always be grateful for.

The campaign shoot was all about conveying the silent wonder of the journey, and whenever I look at these images I remember the adventure we undertook to get the shot. I look back now with gratitude that I got to experience it with an incredible team.

It’s a reminder that every journey that you go on is going to be as enjoyable as the company you keep.

Talent
Frankie Scot

Photographer
Darren McDonald

Photography Assistants
David Deas, Nick Shaw & Marcus Solomon

Videographer
 Jamen De Guzman

Videographer Assistant
Toby Heslop

Art Director
Daniella Slaughter

Stylist
Karla Clarke

Stylist Assistant
Sophia Murdoch

Hair & Makeup Artist
Samantha Patrikopoulos

Creative Producer & BTS Photographer
Ruth Cervantes

Social Content Creator
Joanna Law