Jouz Studio
Summer ‘25 Campaign
Client
Engagement objective
Context
Problem definition
Objective
Jouz Studio
Independent Rotterdam-based fashion brand
Guide and oversee the production of Jouz Studio’s Summer ‘25 campaign with the objective of expanding market presence through a high quality, culturally grounded campaign.
Founder Jhaz Muhamad engaged van Saul based on an established relationship and trust in our standards. He was looking for partners who could support strategic decisions while simultaneously offering a sharp lens for creative development.
Working with a leaner framework encouraged a more focused and inventive approach; pushing us prioritize quality over production scale.
— Need to scale brand visibility without compromising identity
— Founder-led creative vision required external structure and refinement
— Develop a cohesive Summer 2025 campaign rooted in brand and culture
— Translate founder narrative into a clear visual and storytelling system
— Produce versatile campaign assets suitable for social distribution
Scope of work
Creative direction & support
— Refined the founder’s vision through visual research and reference curation
— Identified visual patterns and translated them into a clear direction guide
— Advised on set design and prop styling to ensure cultural and brand alignment
— Co-developed structured shot lists to support narrative clarity
Strategy
Creative strategy & narrative
— Oversaw production logistics, scheduling, and crew coordination
— Provided ongoing advisory on brand consistency and campaign rollout
— Served as a strategic sounding board across creative and marketing decisions
The campaign centred on the personal story of the founder, a Rotterdam native of Javanese descent. Cultural heritage was treated as an underlying framework, rather than a surface-level motif.
The core narrative positioned culture as the backdrop, both figuratively and literally, of the campaign. Visual elements such as batik fabrics and Rotterdam landmarks reinforced themes of culture, identity and nature. Rotterdam was selected as the primary setting for both narrative coherence and relevance.
The result was expressive and authentic campaign content.
Execution & oversight
Team
We provided end-to-end production oversight, including: crew assembly, management, scheduling, and on-set enforcement of brand alignment across all collaborators.
Consistency was maintained through detailed briefings and direct involvement throughout the campaign shoot.
Advisory support extended beyond production into asset planning and distribution strategy. Content was structured to maximise versatility while maintaining narrative coherence, with Instagram utilised as the primary channel for communications.
Creative Director: Jhaz Muhamad, Jouz Studio
Executive Producer: Jenoa Saul Moi Thuk Shung, van Saul
Creative Producer: Callista Ramadwierta, van Saul
Director of Photography: Nabila Hasibuan
Production Assistant: Soban Ali
Stylist: Marlon Chin-See-Hoo
Models: Sem van Dongen & Callista Ramadwierta