The whole Y2K aesthetic has come full circle and is trending all over social media, TV shows and even ad campaigns. With fashion cycles operating on a 20-year cycle (think Stranger Things’ 80s homage), it makes sense that we’ve hit the millennium. So I took this opportunity to channel my inner teenager growing up in the 2000s, and shoot a series inspired by the era.
I wanted to capture the carefree optimism of adolescence, combined with the nostalgic futuristic aesthetic that was popular at the time – internet culture, the rise of social media, and the blurring of physical and virtual reality. To achieve this I used a combination of photography, digital collage and animation to bring to life each composition.
While I wanted to convey friendship and shared experiences, it was also important for the images to celebrate the diversity of the people coming together, and tie it into Diet coke’s brand ethos.
You’ll find more of my commercial food and drink photography here and to discuss a project, please contact me or my agent.
