That’s Daäsz Photo Campaign
Häagen-Dazs sought to pivot from its traditional "stiff luxury" identity to become the cultural epicenter of contemporary creativity. I was selected as one of three lead photographers for the "That’s Dazs" campaign, tasked with redefining the brand’s presence within the everyday lives of modern artists, musicians, and creators. My objective was to strip away the formal elegance and replace it with a "new breath" of community and communion—placing the product at the center of late-night studio sessions, Saturday wine with friends, and the raw creative process. I focused on the synergy between the product and the person, proving that ice cream could be a catalyst for conversation and an essential part of the artistic ritual.
The "That’s Dazs" campaign was a massive success, marking a multi-year evolution in the brand's marketing strategy. My photography was utilized across a multifaceted global rollout, appearing on large-scale billboards and serving as the foundational aesthetic for their social media platforms for several years. By successfully merging the brand into the daily habits of high-level creatives, we moved the needle on how the public perceives the product—transforming it from a static dessert into a symbol of cultural participation. The longevity of the campaign stands as a testament to the power of authentic, photographer-led storytelling and my ability to contribute imagery that performs at a high level across both digital and traditional media.