illustration & print
The I Know a Place campaign was designed to reframe how people think about open space by moving away from the idea that nature is only for hardcore hikers or trail runners and instead highlighting the simple, personal ways people connect with nature. I wrote copy and directed the photography for a series of ads built around everyday sentiments. I drew from a library of POST images I had directed featuring diverse ages, body types, and activities across POST landscapes, including coastline, forest, and grasslands. I paired each phrase with visuals that felt authentic and relatable. The final ads ran across digital platforms.
PENINSULA OPEN SPACE TRUST:
I KNOW A PLACE CAMPAIGN
2024
The I Know a Place campaign was designed to reframe how people think about open space by moving away from the idea that nature is only for hardcore hikers or trail runners and instead highlighting the simple, personal ways people connect with nature. I wrote copy and directed the photography for a series of ads built around everyday sentiments. I drew from a library of POST images I had directed featuring diverse ages, body types, and activities across POST landscapes, including coastline, forest, and grasslands. I paired each phrase with visuals that felt authentic and relatable. The final ads ran across digital platforms.
PENINSULA OPEN SPACE TRUST:
WOODSIDE PHOTOSHOOT
The goal of this shoot was to show young people enjoying forested open spaces. I settled on the following creative concept: you don’t need to be a hardcore outdoorsperson to enjoy nature. To accomplish this, I cast a group of Gen Z models and styled them in casual, everyday outfits like hoodies, sneakers, and backpacks so the scenes felt approachable and current. I directed moments like reading at a picnic table, wandering across bridges, and hiking at a relaxed pace, focusing on atmosphere over athleticism. The resulting imagery positioned POST’s open spaces as places for anyone (but especially younger generations) to connect with nature on their own terms.
The I Know a Place campaign was designed to reframe how people think about open space by moving away from the idea that nature is only for hardcore hikers or trail runners and instead highlighting the simple, personal ways people connect with nature. I wrote copy and directed the photography for a series of ads built around everyday sentiments. I drew from a library of POST images I had directed featuring diverse ages, body types, and activities across POST landscapes, including coastline, forest, and grasslands. I paired each phrase with visuals that felt authentic and relatable. The final ads ran across digital platforms.
PENINSULA OPEN SPACE TRUST:
I KNOW A PLACE CAMPAIGN
2024
For this shoot, my goal to show the coastline not just as a postcard view of a far-away place, but as a lived-in landscape. I casted models across different ages and identities, and directed props and wardrobe to keep the scenes grounded and believable — like picnic blankets, books, windbreakers — the kinds of details one would really see on the coast. Working with the photographer, I coordinated sweeping shots of Half Moon Bay and Pillar Point with more intimate, everyday moments like kids exploring tidepools and friends having a picnic. The final imagery highlighted POST’s mission to protect open spaces not as distant wilderness, but as places meant for everyone to use and enjoy.
contact me at sarodeanu99@gmail.com contact me at sarodeanu99@gmail.com contact me at sarodeanu99@gmail.com
contact me at sarodeanu99@gmail.com contact me at sarodeanu99@gmail.com contact me at sarodeanu99@gmail.com
contact me at sarodeanu99@gmail.com contact me at sarodeanu99@gmail.com contact me at sarodeanu99@gmail.com