Properly Wanted is an editorial fashion campaign with a combination of model and product shots.  The finished campaign is designed to be used for print advertising as well as online on social media platforms.  The idea behind the shoot is juxtaposing wealth versus the expectations associated with it to create a satirical storyline.  During the course of the campaign, the models depicted start out in typical highbrow fashion but descend into sabotage and backstabbing not normally shown in public by those of their status. 

The disarray of the final shots compared to the initial clean-cut images creates a humorous mood and highlights how far one can fall.