Juliette Has A Gun

Roles - Art Direction, Production and Styling - Spec Work

Self-initiated campaign concept for Juliette Has A Gun, taking the brand name literally — a study in the contradiction of femininity and masculinity, softness and danger, coexisting in one frame.

• Concept, mood board, shot list, prop styling, set direction, and production — led end to end

• Built for the brand's core customer: a young woman drawn to originality and self-expression, who reads softness and strength as one and the same — not opposites

• Created visual tension through opposition: brass shell casings and skulls against fresh daisies, roses, and soft dappled light

• Used broken bricks and raw stone as risers — an intentional choice to hold the hard and the soft in the same frame

• Featured three fragrances — Lust for Sun, Ode to Dullness, and Pear Inc. — across raw stone, terracotta, and botanical settings

• When a vintage gun proved difficult to source, shell casings became the visual language — a cleaner and elegant route to the same idea

• Problem-solved frosted glass lighting on set alongside the photographer, drawing on my own photography background

Spec work — self-initiated

Art Direction & Production: Nikitha Dechakka — Photography: Sara Anderson