L.L.Bean This Holiday, Give Presence

📁 L.L.Bean

This Holiday, Give Presence

Role — Creative Director

This holiday season, L.L.Bean celebrates the gifts that bring us closer to what matters most: nature, each other, and the moments we share. The campaign explores how a thoughtfully chosen gift can become something far more meaningful: an invitation to step outside, make memories, and feel connected to someone we love.

Through a series of intimate, cinematic vignettes, each captured in a single continuous shot, we witness simple yet emotionally resonant moments in the outdoors. Personal voicemails reveal the relationships and stories behind each gift, adding layers of warmth, tenderness, and authenticity.

Grounded in real human experiences, the campaign pairs naturalistic storytelling with candid, expressive photography to create a cohesive visual world. L.L.Bean products are woven organically into these moments, reminding us that the best gifts aren't just things we give, but the experiences and connections they make possible

TEAM:
Creative Direction — Phuong Nguyen
Narrative Lead — Jordan Stone, Irene Krahling, Dan Buyanovsky
Production — Dylan Givens, Keaton Savage, Reset
Director — Janssen Powers
Photographer — Joao Canziani
Director of Photography — Logan Triplett
Styling — Seppe Tirabassi
Production Designer — Audrey Ledoux
Post Production — Robbie Stern
Editors — Brendan Cook, Diane Bruzzese, Alexandro Rios, Stephanie Williams
Designer — Brandon Galosi, Jenny Ko

↑ WATCH THE CAMPAIGN VIDEO — Sound on👂🔉 ↑

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phuong@phuongnguyen.co