Let the Beast out was built around the idea of duality — the tension between innocence and instinct, and the notion that there is something unruly beneath the surface. Let the Beast Out explores this shift through casting, taking a model with a soft, innocent appearance and pushing her into a more feral, unrestrained state.
The visual language leans into distortion and release. Movement becomes unpredictable, expressions slip into something more visceral, and moments of screaming and physical tension disrupt any sense of control. The imagery captures this transformation as it happens, balancing fragility with something more chaotic and instinctive.
Casting was central to the concept. I selected a model whose natural softness could contrast this shift, making the transformation feel more striking. I also built the entire team around a shared energy, ensuring that everyone involved aligned with the vision and could contribute to its intensity.
I led the creative direction, casting, and production, shaping the project from concept through to execution. By carefully selecting the team and directing the process on set, I ensured the final outcome remained cohesive, expressive, and true to the idea that we all carry something wilder beneath the surface.
Creative Direction: Femke van der Hulst
Casting Direction: Femke van der Hulst
Production: Femke van der Hulst
Photography & Post-Production: Evie Absolom
Styling, garment design & MUAH: Courtney Maxwell
Talent: Willow Austen
