As creatives, we’re not always prepared to face the challenges a brief might present. That’s why one of the most dynamic workshops in the Vogue Diploma in Creative and Digital Art Direction is designed to help us push our imagination to the limit, turning even the most mundane object into a powerful visual opportunity,” said Lynn Llanes, alumni of the first edition of the Diploma.
How to Sell the Unsellable
Before the workshop, we were given a provocative and revealing challenge: to work in pairs and choose an “uninteresting” object, then develop a visual concept that would make it attractive, aspirational, and—most importantly—marketable. The object had to be featured in a professional photo shoot with a model, full styling, and production. Suggested objects included clips, hair rollers, forks, pencils… the less desirable, the better.
Together with my teammate Rodrigo Rojas, we chose a ball of yarn—an object that might seem outdated or old-fashioned. Our idea was to reframe it through a contemporary lens: we envisioned a collaboration between Vogue and We Are Knitters, where knitting and embroidery became creative, fashionable, and visually striking activities.
Creative Direction in Action
On the day of the shoot, we were welcomed by Silvia Tortajada, an editorial photographer whose technical and artistic vision set the tone for the workshop. We began by analyzing a real case study for a haircare brand—reviewing the brief, the callsheet structure, and the final result. It was an essential introduction to the complexity behind a professional editorial shoot.
Then it was time to bring our concepts to life. We had the support of an exceptional team: model Alejandra Alcántara, makeup and hair by Tuka, and styling by Sergio Jiménez Gallego. Each group had to manage studio time efficiently, working swiftly and creatively within the shared production schedule.
From Image to Art
Once we received the photographs, the second part of the exercise began: each team had to manually intervene in the final image using techniques such as collage, embroidery, painting, or cutting. In our case, I chose to hand-embroider the Vogue logo directly onto the photograph, creating a symbolic fusion between the chosen object and the fashion world.
We then rephotographed the finished piece and built a full campaign proposal, including editorial spreads, billboard designs, and social media content. The result was a visual narrative with personality, clarity, and an aesthetic deeply aligned with Vogue’s identity.
“A Holistic and Multifaceted Perspective”
This workshop was just one of the many transformative experiences the program offers—where theory and practice come together with balance and inspiration. As a student of the Diploma, I can honestly say:
“Taking this course has been a truly enriching experience. I had the opportunity to learn from some of the most outstanding professionals in the editorial worlds of fashion, beauty, lifestyle, and luxury. Understanding their processes, their creative strategies, and how they stimulate ideas has been invaluable.”
Interested in developing your creative vision with a professional and hands-on approach? Explore all that the Vogue Diploma in Creative and Digital Art Direction has to offer.
