In a dramatic rethink on the traditional roll out of their 2017 looks, Kate Spade came up with a single, character driven narrative that would span multiple seasons. Casting model Fernanda Ly as their heroine avatar, embodying the inspirations that would shift through their Spring, Summer, Fall and Winter looks.

Picture Farm’s Toddy Stewart was intimately involved creatively in all four films in an all-action collaborating role. Working closely with the Kate Spade creative team, photographer Ryan McGinley and the production company Freebird, Toddy filled spaces between spaces in pre-production, drafting boards; in production as cinematographer/co-director; and in post as supervising editor.


Spring 2017

“Why did the camel cross the New York City road? For the Kate Spade New York Spring 2017 campaign, of course. The collection was aesthetically inspired by Morocco, like the desert dusk, bustling souks, and the calm of the Majorelle Garden, while the silhouettes and practical pieces keep with the brand’s New York DNA. Model and architecture guru Fernanda Ly is the latest Kate Spade New York woman, and the campaign shows her living a quintessentially New York day, like going for a coffee run…with a camel in tow.”Fashion Week Daily

Kate Spade brought a taste of Morocco to midtown Manhattan for its spring campaign.” – WWD

Summer 2017

“The brand brings south of the border vibes to the Big Apple as the beauty poses in a crowded New York City subway car.” – Fashion Week Daily

“… a seemingly every day morning commute becomes extraordinary. As Fernanda stands in a crowded New York City subway car on a hot summer day, a trumpet and guitar begin to play, and she finds herself completely surrounded by Flor de Toloache, an all-female Mariachi band, creating a moment unique to New York City and bringing a rush of joy to all in the car.” Cleo

Fall 2017

“Bonjour, Paris! Kate Spade New York and It girl Fernanda Ly channeled 1920s Paris for the brand’s Fall 2017 campaign, paying tribute to three heroines of the time: flapper Louise Brooks; le coquelicot, a mysterious local beauty painted by Kees Van Dongen; and Josephine Baker, an American who moved to Paris and became a global jazz age icon.” – Fashion Week Daily

“So in spirit of the rebellious Parisian attitude, Kate Spade casts Fernanda Ly in an eclectic shoot in a New York diner for its Fall 2017 campaign. Having just returned from Paris, Fernanda stops at a classic New York diner for steak frites, wearing the latest Kate Spade collection. On the campaign with Fernanda, President and Chief Creative Officer of Kate Spade New York. , Deborah Lloyd says, “Fernanda captures our brand aesthetic perfectly, and truly embodies the Kate Spade New York girl. This season, she helps us turn an everyday occurrence into an extraordinary moment of joy.”” – L’Officiel

Winter 2017

“Fernanda Ly is back once again as the face of Kate Spade. The Australian model appears in the brand’s Holiday 2017 campaign. Captured on the streets of New York City, Fernanda joins a group of adorable ballerinas dresses in pink tutus. The little dancers walk around with wands which expel pink sparkles. As for Fernanda, she looks ultra chic in a metallic separates, a fur-trimmed coat and pink handbag.” – Fashion Rogue


The cheeky series, dreamt up by the internal Kate Spade creative team headed by Kristen Naiman & Phillip Duncan revealed a departure from the norm to critical acclaim. 

Toddy built a motion capture team with cameraman Anibal Hernandez that would play a huge roll in the creative capture, working with Mr. McGinley, choreographer Elena Vazintarislighting director Sam Nixon and AD Gabriel Blom and prop stylist Robert Sumrell.

In the edit suite, Toddy worked with the PF Post post team both editing and supervising the creative process with Post Producer Leslie Yoon and editors Winnie Cheung, Janne Harlem, Caroline Källbäck and assistant editor Regina Spurlock, and with Dan Rosato of Gilded Audio and colorist Shawn King.

For more of Toddy Stewart’s work with photographer Ryan McGinley click through here…