A road trip built around the picnic.
WORLD MARKET BRAND CAMPAIGN STUDY
Sunday Drive is the first chapter of Nowhere Else to Be, a series of short stories about making time for what matters. The first chapter is told through photography, with the platform designed to extend into short films. Each story places World Market products inside a human moment without making them the story.
In Sunday Drive, a couple heads into the California countryside with a picnic and no destination. I created the concept, wrote the story, cast the models, chose the car and location, and photographed the campaign.
RoleCreative Director / Writer / Photographer
Campaign concept / Story / Casting / Art direction / Photography
Discipline2024
Year01 / The challenge
MORE THAN A BOTTLE ON A SHELF
Give the product a setting people would want for themselves.
The lemonade already looked distinctive. The challenge was to make it feel like the beginning of an experience, not a single purchase.
THE DRIVE IS THE STORY
Without the drive, this would have been another picnic shoot.
02 / The idea
A couple packs the car and drives through the California countryside with no destination. They stop only when the road gives them the right place.
The drive builds anticipation. The picnic delivers the payoff.
03 / The shoot
PLANNED AS ONE STORY
Key images can stand alone. The full set tells the story.
I wrote the sequence first: drive, search, stop, walk, picnic. That determined the casting, car, location, props, and shot list.
The key product shots can work on their own. The supporting lifestyle frames are meant to be seen together, carrying the story from the road to the picnic.
04 / Visual direction
AN OLD CAR AND A CURRENT STORY
Showing the grain. Showing every platform.
The red car, warm California light, and faded color give the work a vintage road-trip feel.
The couple keeps it current: tattoos, nose ring, clothing, and an iPhone visible inside the car. Every detail was intentional.
05 / The product
THE WHOLE PICNIC CAME FROM WORLD MARKET
One hero product inside a complete, shoppable scene.
The lemonade, blanket, basket, glasses, food container, and food all came from World Market.
I showed them in use, turning an empty field into an afternoon the customer could recreate.
06 / The series
THREE ADDITIONAL SHORT-FILM CONCEPTS EXTEND THE SERIES
Where We Left Off — Home from deployment, a son learns his father has not fished since he left.
First Night — A mother and her children build a fort in the empty living room of their new home.
The First Recipe — After winning an award, a chef makes a U-turn and cooks for the mother who taught him.
I developed the campaign from the initial concept through the finished shoot. I wrote the story, shaped the visual direction, cast the models, chose the vintage car and location, selected the featured products, planned each scene, and photographed the full narrative sequence from beginning to end.
07 / My role
CONCEPT THROUGH PHOTOGRAPHY
08 / The result
A PRODUCT STORY
A Product story with a beginning, middle, and end.Sunday Drive gave the lemonade a setting and established the format for Nowhere Else to Be.
Sunday Drive World Market Sparkling French Lemonade