When it comes to the most current ad-campaign Joe Dahan, creative director for Joe's initiates the process with a defining idea. At least four campaigns are shot within one year — the ads coming from each shoot will last for at least 3 months. Typically, multiple campaign images are taken and then get worked into different forms of marketing material and advertising.

The selection of the models is a critical part of strategizing and scheduling the shoot. Casting can take up to days and weeks, depending on the number of models needed. The creative team will go through hundreds of applicants, narrowing the selections down, then Joe selects from an edited group of finalists.

When casting, we always like to see the model's true nature — it is not just coming in with a portfolio and a headshot. Most of the talent selected has less to do about the last campaign they were in or the latest runway show in Paris — it has more to do with character and personal style.

Capturing the essence of the season the larger than life images are then produced and found worldwide.