They wanted the photography to reflect their feminine Australian identity and the natural fabrication of their garments. Consequently, I chose to shoot the campaign outdoors with natural light, and use some backlighting for a soft, ethereal feel. The organic feeling is imbued with neutral colour grading, and a quintessential Australian warmth is created with muting of blues and greens and peach haze. Over 50 images with versions optimised for Instagram in addition to two large banners were delivered and appeared across the White Deer website and their social media pages.