In today’s fashion industry, creative editorials are far more than beautiful images. They are strategic calling cards. They communicate vision, taste level, and the ability to execute complex productions under real conditions. Over the years, this side of the industry has become central to my work. Not only as a creative outlet, but as a way to build credibility with agencies, photographers, stylists, and fashion brands across Canada.
For me, a successful editorial is never about one individual. It’s about assembling the right people, aligning them around a clear concept, and delivering with the same discipline you would bring to a commercial booking.
My recent project, Boys of Summer, which was selected by Victor Magazine (Spring 2026) and The Perfect Man Magazine (Summer 2026), is a perfect example of how a self-funded creative shoot can evolve into magazine-ready work and high-level portfolio content.
Why Creative Editorials Still Matter
A lot of magazines adore creative submissions. Publishing depends heavily on covers and advertisers, so editorials are never guaranteed. But creative shoots are essential. We do them to stay creative, to get published, and to show clients what we can do.
Unlike commercial campaigns, these productions are fully creative. They exist to build portfolios, test visual narratives, and create new references. And the return can be substantial. One recent creative project resulted in six covers, which is rare today, especially in an era where print opportunities are increasingly limited.
For models, this kind of placement is invaluable. Tear sheets are hard to come by today. When a creative editorial is published, it becomes a serious portfolio asset. The same is true for photographers, stylists, hair and makeup teams, and producers. Each editorial becomes polished proof of creative range and production capability.
The Art of Building the Team
One of the foundations of my work has always been team building. Years in the industry have allowed me to develop deep relationships with agencies, creatives, and fashion suppliers.
I have strong relationships with modelling agencies, which gives me access to their rosters. But trust is everything. I share the mood board, explain the project clearly, and show exactly what we’re creating. That transparency is what makes agencies confident in sending their top talent.
That same standard applies across the entire call sheet. Collaborators are selected not only for aesthetic alignment, but for professionalism and the ability to perform under real-world conditions.
Everything we do, we do together. We build the concept as a team, define the looks, curate the wardrobe, and choose the locations. Alignment is what makes a shoot successful.
A Real Fashion Photoshoot Produced in a Real Location
The concept behind Boys of Summer was cinematic and instinctive. Youth. Escape. Carefree masculinity.
It’s like the boys decided to skip school and spend the day at the beach.
With co-producer Lance Eng in Toronto, I developed a mood board rooted in summer freedom. The shoot unfolded across two public locations, a beach and a pool, and ran from early morning into the night.
Later, the production shifted fully to the pool setting, evolving into what I describe as a midsummer night pool party, complete with water polo scenes and cinematic sunset light.
The team transported lighting, racks, and accessories through sand, stairs, and wet surfaces. Public locations are beautiful, but demanding. Hair, skin, and garments still had to look editorial.
Professional Standards, Even When It’s Creative
Despite the playful narrative, standards never change.
Looks had to feel natural but strong. Sun-kissed skin. Wet hair. Athletic bodies. Youthful, sexy, authentic, while still being fashion.
That level of professionalism is also why brands participate. Menswear and beachwear labels trust me to present garments properly, so they stand out.
The clothing is never an afterthought. It becomes part of the storytelling.
Through projects like Boys of Summer, I continue to show how elite teams, thoughtful creative direction, and high production standards can transform a creative vision into published work and long-term career assets.
Creative Producers:
HANS KOECHLING @theimageisofficial
LANCE ENG @actorsartists
Photography:
NICK MERZETTI @merzetti
Video:
SHAYNE GRAY @shaynegrayphotography
Fashion Director / Casting Director:
HANS KOECHLING @theimageisofficial
Hair:
RYAN MCGOVERN @ryanmcgovern @p1magency
Make-Up:
VIKTOR PETERS @viktorpeters @p1magency
Production Team:
JUAN DELGADO @jidego_del
TYLER RIBCHESTER @tylerjrbchester
JUNIOR BAPTISTE @onix.stylist
MILES ROBERTS @tysmi
BTS Photography:
AJAY RANDHAWA @avrandhawa
Models:
FINLAY @finlay.telf @sutherlandmodel
CHARLIE @charlie.black @sutherlandmodel
ERIC @eric_lalonde71 @sutherlandmodel
LIAM @liiamwhyte @spot6management
DANIEL @danielcwiklinski_ @ciottimodels
Fashion Credits:
BUGATCHI @bugatchi
SHAN @shancollectionsofficial
STANFIELDS @stanfields
RUDSAK @rudsak
PUBLIC BEACH @publicbeachswim
PROJEC RAW @projecrawofficial
SIMONS @simonshomme
MARCUSE @marcuseaustralia
FRENCH KIWIS @frenchkiwis