ILUS & ARES COLLAB

The Ilus & Ares collab has a country feel that caught my attention, so I set out to explore what a campaign in that world could look like. This is a self-initiated, unofficial project with no affiliation to the brands, created as an exercise in art direction and AI product photography.

The Pony Pouch's fur looks so much like a pony's coat that the idea came straight from there: return the product to the place it seems to come from. The campaign takes the pouch to a farm at the end of the day and places it in situations where its resemblance to the animal becomes part of the story.


Every image shares the same visual language: golden hour light combined with the direct flash of a compact camera, a nod to early 2000s digital point-and-shoots. The result is a warm, slightly lo-fi look that makes each frame feel like part of the same photo session. The palette starts from the product's own colors (reddish chestnut and cream) and extends to hay, vegetables, pasture green and the gold of late afternoon.