Inside the Vision of Art Director Jahved Crockett: Behind Victoria’s Secret PINK × LoveShackFancy and Alice + Olivia Fall 24 Campaigns

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Jahved Crockett is an art director with a truly global perspective. Born in Australia and raised in the tropics of Cairns, he learned to “notice color, texture, and contrast” early on. His career has carried him through design capitals, from Hong Kong and London to Milan, Berlin, and Sydney, and he now calls New York home, focusing on creative direction and video content for fashion and luxury brands. Crockett’s client list reads like a who’s who of fashion: he’s directed campaigns for Nike, Valentino, Lady Gaga, Vogue Nippon, and more. He’s also won multiple awards, including two Clio Awards, and even saw a Timberland spot selected for the 2021 Care Awards. Across all his work, Crockett is known for unifying motion and still imagery into one seamless style.

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Global Vision

Interviewer: Your career has spanned the globe, from Australia to Hong Kong, Europe and now New York. How have those experiences influenced your creative vision?
Jahved: I was born in Melbourne, Australia, and grew up in Cairns in far-north Queensland. The mix of reef, rainforest, and tropical light trained my eye early to notice color, texture, and contrast. My first posting overseas, as an art director in Hong Kong, taught me speed, clarity, and how to translate visual ideas across languages. When I moved to London to work with Jo Ratcliffe, I started refining my craft in fashion and beauty. Later, time in Berlin and Milan gave me a deeper respect for European restraint and craftsmanship. Each city taught me something new about how people approach design. Those lessons shaped the global lens I bring to every campaign I work on today.

Fashion Video and Art Direction

Interviewer: How do you define your role as an art director, especially in fashion video and imagery?
Jahved: I see my role as translating a brand’s idea into images that actually move people. On set, I’m the one shaping the creative direction, leading the motion unit and working side by side with the photography team so that video and stills live in the same visual world. I’m always thinking about continuity and flow, from pre-production all the way through post. Whether someone’s watching the campaign film or just scrolling through stills on social media, I want it to tell one clear, unified story.

Interviewer: What is your personal visual style?
Jahved: I’d describe my style as fashion-forward but human. I’m not interested in perfection for perfection’s sake. I care about believable movement and tactile detail. If an image feels too posed or over-designed, it loses its life. I always aim for clarity over clutter. If something on set doesn’t support the garment or the idea, it shouldn’t be there.

For me, simplicity reads as confidence. I’m comfortable leaving a little imperfection in the frame because it keeps the work alive. Fashion can be polished without becoming sterile. I want the final image to breathe, clean, modern, but still emotionally watchable.

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Victoria’s Secret PINK × LoveShackFancy Launch

Interviewer: You directed the launch film for Victoria’s Secret PINK × LoveShackFancy. What attracted you to that project?
Jahved: I was really drawn to the mix of PINK’s youthful energy and LoveShackFancy’s romantic world. It needed to feel playful and modern, but still carry a premium finish, that balance interested me. What also excited me was the scale. This wasn’t just content made for social media; it was going to live in real spaces, in stores, even on those massive screens. Seeing your work at full scale is the ultimate test; if it only works on a phone, it’s not strong enough. I liked the challenge of creating something vibrant enough for Instagram but powerful enough to hold on a Fifth Avenue video wall.

Interviewer: What was your role in bringing the PINK × LoveShackFancy film to life?
Jahved: I came onto the project after the shoot to lead post-production. I handled the edit, the color grade, and art-directed the final finish. That stage is where the real storytelling happens, shaping the pacing, the transitions, even adjusting the rhythm of the music to match the emotion of the collection.

One thing I was very intentional about was keeping every look accurate. Fabric, prints, skin tones, I made sure everything stayed true to the garments. I matched the film to the still imagery so the campaign would feel unified across press, site, and social. Having one point of direction across all assets is what allowed it to release cleanly without any rework. It lived as one world.

Interviewer: What was the most memorable moment of that campaign?
Jahved: Without question, it was seeing the film play inside Victoria’s Secret Fifth Avenue store. When those edits went up on the massive video walls, that was the real test: does it hold up at scale, or does it fall apart? Watching the movement and color land exactly as we intended, in a real retail environment, was incredibly satisfying. It confirmed that the choices we made in post, the pacing, the palette, the texture, weren’t just working on a small screen. They carried the impact in real space, which is where fashion truly lives.

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Alice + Olivia Fall 2024 Campaign

Interviewer: Next, you led the studio campaign for Alice + Olivia Fall 2024. How did that opportunity come about?
Jahved: The Alice + Olivia team reached out and asked me to lead the studio campaign at Jack Studios. They already knew my work and specifically wanted me overseeing both motion and photography, so everything would align. I also carried the hero film through post, which allowed me to maintain one consistent standard from capture to delivery. I became the single creative bridge between photo and video; that’s how I prefer to build campaigns.

Interviewer: What was the production like?
Jahved: Pre-production was tight, so I set a very simple framework the crew could hold under pressure. On set, I positioned motion and stills in alignment so the collection would read the same across formats. We captured photos and videos in the same sequence to avoid resets and keep the energy consistent. In post, I led the edit, shaped the pacing, aligned the color, and made sure the studio pieces matched the tone of the presentation. It was a very streamlined process, fewer handoffs, stronger cohesion.

Interviewer: How did the Alice + Olivia campaign land?
Jahved: It felt good to watch the plan hold all the way from set to release. The hero film and edits went live on aliceandolivia.com and across social, and they were featured alongside the season coverage on Vogue.com. Seeing it connect on Instagram and within the industry confirmed that it worked beyond the studio. All the assets rolled out across site, press, social, and retail without any reshoots, which is rare. That kind of clean release is proof the direction was solid from the start.

Advice for Creatives

Interviewer: What advice do you have for young art directors and creatives?
Jahved: I always tell people to build a strong reference library and keep it alive. The more great work you study, films, magazines, architecture, even music videos—the sharper your instincts become when you’re on set making decisions in real time.

Share your ideas early. Don’t wait for perfect. Even rough boards or simple tests can save so much time and make feedback clearer. Perfectionism can stall momentum; clarity moves things forward.

On set, stay calm. The tone you set becomes the weather everyone works in. Crews respond to steady direction and clear decisions. If you stay composed, they do their best work.

And don’t abandon personal projects. Those keep your taste evolving. Commercial work can get busy, but your independent work is where your real voice develops. That’s what keeps you creatively alive.

In the end, Crockett emphasizes clarity and unity. As he puts it, “What sets me apart is building one visual language from set to screen… my path from Australia to New York shows how curiosity, cross-market experience, and clarity as a craft can lead campaigns built for real release timelines”. This global, craft-focused vision has driven the success of his projects. For more, visit his portfolio at jahved.com or watch his showreel on Vimeo to see how he brings fashion stories to life.

Presented by: APG

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