Joey L Comes Together with FEED
The Holiday Season is the perfect time to take stock and reflect on everything we have, everything we’re grateful for, and everything that opens our hearts. It’s the perfect time to regard the gifts we’ve been given, either through circumstance or direct generosity, and explore if there’s room for us to give back. Organizations like FEED Projects can use these impulses to change the lives of millions around the world. FEED sells products like bags and bracelets to source donations that they turn into meals around the world. Since 2007, more than 85 million meals have distributed thanks to FEED’s work, and this year for the first time they wanted to get the word out in a more traditional way. Lauren Bush Lauren, FEED’s founder, came together with her friend Joey L to conceive a campaign for their Holiday 2014 Collection, and the result was a series of celebrity portraits celebrating togetherness.
Even though the campaign was set to run in publications like Vanity Fair, Vogue, Elle, and Harper’s Bazaar, like all non-profits, the need to keep costs low was tantamount, so that every dollar possible could go towards the ultimate mission of feeding the hungry. So, Joey L and the celebrity subjects had to get creative with coming together. “It is an honor to give my time to a charity and create something that would contribute to raising funds for a good cause, but I had already confirmed and held days for other projects,” Joey explains the challenge. In order to ensure the project would work to the greatest ends, Joey designed a consistent aesthetic highlighting the intimate goal, that way no matter how the shoot panned out, it would look perfect. Weaving in and out of other projects in his busy work life, Joey was still able to find a way to connect with Lauren Bush Lauren, and the deep roster of celebrities who came through his studio for the project.
With names like John Legend, Christina Tosi, and Jessica Alba, Joey and FEED included the brand’s celebrity ambassadors and influencers, using star power to bring attention to the cause. In each image they hold products from FEED’s product line, each emblazoned with the amount of meals provided or children helped per purchase. As these friendly and familiar faces hold onto the bags, we consider what they represent and remember that even though we may be far from those who need our help, there are still ways to come together in a global community and lend a hand.