SS25: PLEASE
ABOUT
The twenty-first issue of The Avenue Magazine is an invitation, a desire, a question. PLEASE explores the inherent contradiction of human desire: where pleasure and discomfort coexist, and beauty and the uncanny are inseparable. We are born devout, our senses heavy with the appetite of desire. To yearn is visceral—synonymous with humanity. To want is raw, yet to ask for it, Please?, is intentional. Our polished limits unravel in the face of wanting's infinitude as pleasure hungers within us, consuming our passions until all that's left is the lust for life itself.
CREATIVE VISION
PLEASE embodies a visual language of tension, intimacy, and controlled provocation. Our direction features high-contrast portraiture, body-focused compositions, and saturated reds interrupting neutral backgrounds. We juxtapose sleek minimalism with raw emotion—tight crops alongside dramatic negative space, carefully framed still lifes beside moments of vulnerability. We refined this approach by emphasizing stark lighting, deliberate editorial composition, and strategic visual sequencing throughout the issue. The result feels simultaneously polished and visceral, controlled yet emotionally charged.
PROJECT TYPE
Personal
University Project
YEAR
2025
FIELDS
Creative Direction
Editorial Design
Photography
PROCESS & PLANNING
Working with co-Creative Director Jenna Ory, I led research and conceptualization, studying various publications and mediums. A pivotal Leica Store Boston brainstorming session solidified our visual direction through examining photography books and discussing editorial sequencing. We coordinated 25 photoshoots with 200+ participants while navigating academic schedules and resource limitations, creating detailed briefs that balanced specific guidance with creative freedom.
CONTENT CREATION
I directed and photographed my own editorial shoot while overseeing more than twenty others, guiding styling, lighting, and composition decisions across multiple production types. I worked closely with our photography directors on three signature 12-page spreads that anchored the issue, balancing the pressure of maintaining our overall creative vision while empowering individual contributors to express their unique perspectives. Each production required precise art direction—from wardrobe styling and lighting setups to model direction and prop selection—while navigating challenging environments and tight deadlines. Beyond visual content, we developed a distinctive editorial voice through commissioned written pieces spanning fashion editorials, photo essays, personal narratives, and cultural criticism. Throughout this intensive production period, I maintained open communication across all creative teams on set, conducting real-time reviews and providing constructive feedback to ensure each element contributed to our cohesive visual narrative.
DESIGN DEVELOPMENT
Working with my co-creative director Jenna Ory and design director Ellie Fulkerson, we created a comprehensive style guide established typography, grid structures, and visual principles, centered around a versatile typeface family expressing both restraint and emotion. Our iterative process involved multiple rounds of layouts, collaborative critiques, and refinements. Careful attention to sequence created thoughtful transitions between stories, establishing a sophisticated editorial identity that elevated both photography and text.
PRODUCTION & REFINEMENT
Collaborating with Puritan Capital, we meticulously selected paper stock and reviewed proofs to ensure color fidelity and typographic precision. Throughout this refinement process, we maintained unwavering quality standards, making careful adjustments to ensure every element aligned perfectly with our creative vision.
LAUNCH & DISTRIBUTION
Our launch at Northeastern's Egan Research Center featured curated displays, an original short film, and sponsorship by Poppi; all 300 copies were distributed to the capacity crowd. We extended the PLEASE identity through limited-edition posters, branded merchandise, and a coordinated social media campaign that engaged broader audiences beyond the printed publication.
