Two models in black and white LMF tees in a field of tall grass under a blue sky

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Photography · 2024 – 2025

LMF

Loyalty Makes Family — pool day, dinner, city & living room

Client: LMF — Loyalty Makes Family
Role: Photography, art direction, editing & social video
Period: Jun 2024 – Jul 2025
Deliverables: Campaign & carousel ads, product photos, Reels & animations

The shoot

LMF's motto is 'Blood makes you related, loyalty makes you family', so the shoots are about a group of friends rather than a single model: a summer pool day at a villa, a long dinner around a marble table, two friends walking through the city and a whole crew on a sofa in a warm living room.

Alongside the campaigns came product shots of the caps and short videos and animations for Instagram.

Pool day — summer 2024

Model lounging in a deck chair in a white LMF tee and shorts

Model in a white LMF tee shot from below against a blue sky

Two models in black and white LMF tees in tall grass

Model floating on a striped lilo in a pool

Model stepping into a pool in LMF swim shorts

Model sitting on the pool edge in a black LMF tee

Dinner — summer 2024

Guest laughing with food on her fork at the LMF dinner

Friends taking a selfie with a camera around the dinner table

Friends talking around a table set with pink roses

Friends cutting a cake at a marble table

City

Two models in black and taupe LMF tracksuits walking through a parking garage

Two models in LMF tracksuits in a parking garage, one showing the back print

Model in a black LMF zip hoodie by the water

Two models in black and beige LMF tracksuits walking and laughing

Model in a black LMF tracksuit against a pink wall

Living room — carousel ad, 2025

Friends in black LMF tracksuits on a white sofa

Back of a black LMF hoodie printed 'Blood makes you related, loyalty makes you family'

Friends laughing on a sofa in black LMF tracksuits

Model in a black LMF tracksuit walking across a rug

Caps

Social video & animation

Brown suits — cozy

Atom collection launch

Melon float animation

Floating tee animation

Photography by YASSA — AKS STUDIOS, Amsterdam. Images and videos labelled AI were generated, not photographed.