+27 (21) 421 2200 | gavin@gsproductions.co.za


Photographer: Romi Stern

Joules, one of Britain’s most beloved lifestyle brands, has gained immense popularity over the years. With a longstanding relationship spanning more than a decade, Gavin Schneider Productions was approached by Joules to produce their Spring/Summer 2021 Campaign amidst the challenges posed by the Covid-19 pandemic.


  • Equipment hire
  • Transport hire
  • Location scouting and recce
  • Obtaining Permits¬†
  • Model sourcing and casting

The Brief

Joules needed a creative solution to overcome the limitations imposed by the pandemic and produce their campaign effectively and safely. The primary objectives included showcasing their latest collection, capturing the brand’s essence, and engaging their target audience through captivating visuals.

The Solution

To overcome the obstacles presented by the pandemic, Gavin Schneider Productions utilized remote technology. The production team ensured the sourcing and local booking of all crew members and model, Schirin Frosch, minimizing travel-related risks and adhering to the pandemic’s safety guidelines.

Location for Joules Spring/Summer 2021 Campaign

Selecting the perfect location was essential to create a captivating backdrop for the campaign. The team opted for a French-style setting nestled within one of Cape Town’s renowned wine estates. This picturesque location provided an ideal setting to bring Joules’ vision to life.

Dolphin Beach, characterized by its long grass and dunes, emerged as the perfect scene for the brand. The sandy dunes and gentle waves generated a natural and visually appealing ambience that resonated with Joules’ aesthetic. The location’s beauty, combined with the vibrant energy of the collection, effectively captured the essence of the brand, resulting in a visually stunning campaign.

By harnessing the power of remote technology and meticulously selecting an exquisite location, Gavin Schneider Productions successfully executed the Spring/Summer 2021 Campaign for Joules. Despite the challenges posed by the pandemic, the team’s dedication and creativity enabled them to deliver a visually compelling campaign that aligned with Joules’ brand values, engaged their target audience, and showcased their latest collection.

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