Hoony Chang

Seattle Freeze

Shot by Esther Zhou

February 2025



Skills

Creative Direction
Project Management
Conceptual Storytelling
Photoshoot Coordination
Cross-Team Leadership
Set against the cold streets of Seattle, the Seattle Freeze photoshoot captures the essence of urban isolation through the lens of high fashion. Models, wrapped in chic contemporary winterwear, move through the cityscape with an air of cool detachment. Stoic, unbothered, and utterly self-contained.

Yet beneath this iceberg, there is a subtle hint of vulnerability. Each subject exists in their own world, their eyes fixed ahead, never acknowledging those around them. Long coats, oversized scarves, structured silhouettes, and sleek leather gloves reinforce a sense of quiet urgency. For them, every step is a mission to escape the cold without breaking composure. Fog and blurred movement encapsulate the background, emphasizing their emotional and physical distance.

This shoot explores the paradox of city life: surrounded by people, yet profoundly alone. The Seattle Freeze isn’t just a social phenomenon, it’s a mood, a statement, and in this case, a runway of survival
As Executive Creative Director, I led the creative and logistical execution of this photoshoot, overseeing everything from narrative development to on-site direction. 

I created an original storyline, mood board, and implemented two distinct navigation paths at the shoot location. I split the models into two groups, scheduled their routes, and delegated key responsibilities to board members. 

On set, I led model posing, positioning, and ensured visual cohesion, managing both the artistic vision and operational flow to bring the concept to life.






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