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Creative Brief · Spring '26

Coastal Organic editorial shoot

A six-look hero shoot to anchor May email, social, and the homepage refresh. Soft, lived-in, gathered — a home that breathes.

Client
Lulu and GeorgiaSara R., CEO
Photographer
Adrian PenaAdrian Pena Studio
Shoot date
May 14–15Topanga, CA
Hand-off
May 23Final selects + retouches
01Background

Lulu and Georgia’s Coastal Organic mood has been the highest-engaging editorial direction over the trailing six months — outperforming both Warm California Modern and Desert Minimalist in email opens, social saves, and downstream revenue per impression.

This shoot anchors May’s editorial calendar and feeds the homepage refresh launching May 25. Aim for content that lives across three surfaces: email hero, Instagram carousel, and PDP lifestyle imagery for six new arrivals.

02Objective

Produce six hero looks that feel like one home photographed across a single Saturday afternoon — not a catalog and not a magazine spread, somewhere between. The shoot succeeds if a customer scrolling past one frame stops, saves, and clicks through to shop the room.

03Audience
Primary
The thoughtful host
Mid-30s to mid-50s, designs her own home, follows interior designers but isn’t one. Wants spaces that feel curated, not coordinated.
Secondary
The trade designer
Sources for clients in coastal markets. Looks for material textures and product combinations that hold up across multiple homes.
04Tone
  • Lived-in, never staged. A coffee cup on the table is fine. A perfectly fanned magazine is not.
  • Natural light, soft shadows. The hour before golden hour, not golden hour itself.
  • Texture-forward. Linen, raw wood, hand-thrown ceramics, oat-toned bouclé.
  • Restrained palette. Cream, oat, walnut, soft sage, single rust accent per frame.
  • People in three of six frames, hands or shoulders only. No direct portraits.
05Mood
F4EFE8 / Cream
A85D3F / Rust accent
7E8970 / Sage neutral
1A1410 / Deep walnut
A
B
C
06Deliverables
Six hero looksOne per featured product set, vertical and horizontal crops of each
12 final
RAW + retouched
Detail textures20 close-up texture shots for atmosphere and email rotation
20 final
1:1 + 16:9
Behind-the-scenesEight casual frames for organic social, no retouching needed
8 final
4:5 vertical
Hero motionOne 12-second slow-pan for the homepage
1 final
16:9, 4K
Approval
Sara R. signs off on this brief by Friday May 9.
Brief is locked at sign-off. Any changes after that point require a new brief and may push the shoot date. Ping the Pitashi creative team with questions before then.