Beyond Blood
.
Beyond Blood .
SS25 Morocco Campaign
Project Type: Campaign Strategy & Creative Direction
Role: Campaign Strategy, Styling Direction & Creative Planning
Location: Morocco (Essaouira & Marrakech)
Collection: SS25
Beyond Blood marked Seventh’s first campaign shot on African soil, exploring themes of identity, culture and connection.
Set across Morocco’s landscapes from the dunes of Essaouira to the streets of the Medina the campaign tells the story of brotherhood beyond family ties, highlighting the relationships, shared moments and environments that shape community.
The campaign began as a collaborative strategy deck developed with the creative director.
Based on location scouting imagery and cultural research, I helped structure the campaign narrative and develop the styling framework for the team shooting on location in Morocco.
The goal was to ensure that the garments, locations and activities all aligned with the campaign’s central theme: brotherhood beyond bloodlines.
The campaign unfolded through multiple visual segments, each exploring a different aspect of connection between people, place and movement.
Key themes explored included:
• Brotherhood and shared experience
• Cultural immersion
• Movement through landscape• Community and belonging
The Dunes
The first segment was captured within the sand dunes of Essaouira, where three models moved through the landscape in synchronised motion.
The harsh wind and shifting environment became part of the narrative, naturally highlighting the functionality of the Orb Shell Jacket as a windbreaker.
The Lake
This segment was captured around the algae-covered lake in Essaouira, where the cast moved through the landscape in a more playful and energetic way.
The scene emphasised freedom and movement, showing the group navigating the terrain together while highlighting the versatility of the garments in natural environments.
The coastline segment introduced slower and more reflective moments within the campaign.
Activities such as horse riding and beachside interactions reinforced the theme of connection, showing the cast sharing experiences within Morocco’s natural landscape.
The Coastline
The Medina
The final segment moved into the Medina, where the cast interacted with the rhythm of the city.
Here the campaign balanced fashion with cultural immersion, capturing the garments within authentic Moroccan architecture and daily life.
Styling direction was developed remotely through research into Moroccan culture, architecture and silhouettes.
The goal was to ensure the garments complemented the environment while remaining authentic to the brand’s aesthetic.
Focus points:
• relaxed silhouettes
• neutral tones inspired by Moroccan landscapes
• styling adaptable across different environments
