For their Spring/Summer 2025 campaign, Joules brought a charming “Moules & Boules” concept to life — a sun-soaked road trip filled with easy-going holiday vibes and timeless preppy style. The aim was to capture a lighthearted and aspirational feel, with a touch of French-inspired flair, across picturesque Cape landscapes.

Joules

NRBY

Joules is a much-loved British lifestyle brand known for its classic yet playful style, combining heritage-inspired fashion with a sense of fun and adventure. A returning client of Gavin Schneider Productions, Joules always brings fresh, imaginative concepts that make every shot a joy to produce.

Full-Service Project Management

Location Scouting

Crew and Supplier Sourcing

Transport Hire

Catering

Shot by the incredibly talented Adam Fussell, this campaign journeyed through some of the Cape’s most stunning wine country. The team began at Moyo Vineyards in the scenic Hemel-en-Aarde Valley and made their way to Montpellier in Franschhoek — all with a carefully sourced vintage prop car that added a nostalgic, carefree mood to the visuals.

Gavin Schneider Productions managed every element on the ground, ensuring smooth logistics and access to iconic locations. From sourcing authentic props to coordinating travel routes and capturing the golden-hour magic, every detail was considered.

The final imagery embodied the spirit of summer — relaxed, stylish, and full of joy. With strong creative direction, a dream team of collaborators, and the backdrop of South Africa’s rich landscapes, the SS25 collection came to life beautifully.

Another successful collaboration between Joules and Gavin Schneider Productions — proving again why Cape Town remains a world-class destination for photographic stills production.