© TODD BAXTER
Todd Baxter wonderland for Claire's.
On my first day at Havas I was sent to speak to then Executive Creative Director Tyler DeAngelo about an upcoming shoot with Claire's. I had first-day nerves and wasn’t sure what to expect- but this project was the perfect way to dive into Havas. It was ballsy and passionate and a bit messy, but pure fun. The idea was to visually represent the limitless possibility that girls have when shopping at Claire's stores and using a bit of imagination. We wanted to create scenes with Wonderland exaggeration using 10 to 13 year-old girls heaped with all the sensibly priced bling that Claire’s had to offer.
Before my arrival at Havas the team had been considering fashion photographers. When I saw the direction they were going I immediately remembered a show I had recently seen while dining in a Chicago restaurant. The artist was Todd Baxter; his “Owl Scouts” series depicted two children in a series of misadventures in the wild. The work is fantastical, witty and elegant. With more of the eye of a conceptual fine artist, I thought Todd could bring the kind of “wink” that we needed without diluting the creative or being too self-serious. He was the perfect artist to partner with our ambitious ideas.
Todd and our team at Havas worked together to develop the ideas for each shot. He came to the agency and sat with us to sketch and create ideas. Todd brought in prop stylist Sage Reed who created the most ingenious and creative solutions for our setups. Between our agency team and the artists we brought in it really felt like all the right people were involved- like if just one of us weren’t there it might not have had such beautiful results.
The campaign is fresh, adventurous and cheeky. It has been so well-received in the photo community and continues to gather accolades. I couldn’t be prouder to have been a part of it and happier to have worked with Todd. See more at Todd Baxter' site.
Lindsay Tyler is the Sr. Art Buyer for Havas Worldwide Chicago
Havas Worldwide Chicago, 36 E. Grand Ave., Chicago, IL 60611