When Terry R. Pillow, former CEO of Tommy Bahama and Coach, launched his luxury leather goods brand, Homer, he enlisted the expertise of renowned photographer TC Reiner. After retiring from a storied career in New York City, Terry envisioned Homer as a brand that would capture the tranquility and refined elegance of his new coastal haven in Montecito, California. With a deep understanding of Terry’s vision, TC’s keen eye for detail and ability to encapsulate the essence of a location became crucial in crafting a compelling visual narrative for Homer. The final results reflect the serene yet sophisticated lifestyle that defines Montecito, bringing Terry’s dream to life.
The Creative Approach
To bring this vision into focus, TC approached the project with a deep understanding of Terry’s aspirations. He carefully crafted a storyboard that captured the essence of Montecito—a locale celebrated for its picturesque landscapes, charming architecture, and understated luxury. Each location, meticulously scouted around Santa Barbara and Montecito, was selected for its unique ability to reflect the brand’s luxurious yet approachable aesthetic.
The true creative breakthrough, however, occurred during a visit to Terry’s home. TC was struck by the exquisite silk wallpaper in Terry’s living room—a subtle yet potent symbol of the elegance and refinement Terry wished to infuse into Homer. This inspiration became the cornerstone of the shoot, guiding the direction and merging the textures and tones of the wallpaper with Montecito’s natural beauty.
Bringing Local Talent into the Spotlight
The choice of model was just as vital in capturing the brand’s ethos. Tiana, a Montecito local just beginning her modeling career, was a natural choice for TC. Having previously collaborated with her older sister for Vogue, TC saw a fresh, unassuming elegance that perfectly complemented Homer’s brand identity in Tiana. Her presence on set infused the shoot with an authentic, down-to-earth vibe, beautifully bridging the gap between high fashion and the relaxed Montecito lifestyle.
A Visual Success
The resulting images were nothing short of stunning. Terry was elated with the outcome, recognizing that the photographs not only captured the distinctive flavor of Montecito but also created a powerful and evocative image for Homer. The blend of local charm, luxurious settings, and TC’s thoughtful compositions resulted in a campaign that introduced Homer to the world in a manner that felt deeply personal to both the brand and its creator.
In this project, TC successfully translated Terry’s vision into a visual narrative that resonates with the serene luxury of Montecito and the refined craftsmanship of Homer. The campaign showcases how deeply rooted inspirations can elevate a brand’s identity, making it resonate personally and emotionally.
