The world of Juicy Couture has always revolved around So Cal cool, so it’s fitting that the brand took its Spring campaign to Palm Springs to create a sun-soaked fantasy. Edita Vilkeviciute stars as the ultimate Juicy-beauty, clad in Carlyn Cerf de Dudzeele-styled body conscious prints and patterns as she poses poolside. Hans Feurer shoots in his signature style filled with color, motion, and exuberant energy. The campaign comes to life in directors Tarik Malak & Timothy Douglas’ fast-paced film shot using cameras attached to drones. The behind the scenes tech is cutting edge and complex, but the film itself is easy breezy; Edita makes LA life look effortless, even as she lives it in reverse.