Juanita Richards’ process is to follow the natural rhythms of human beats. She’s found that in orchestrating the most riveting symphony one has to create a strong foundation and let intuition inform the rest.
People will surprise you, especially those given the proper tools. And so her approach to directing is to arm her subjects with a carefully constructed balance of information while offering a warm, creative atmosphere that’s ripe for making art. Her sets are high-energy, fast-paced environments where ideas flow freely, yet they’re grounded in structure and collaboration. The tiniest nudge here and there can be the key in uncovering a truly magical moment that makes a story.
Always searching, she is drawn to pure, unguarded moments that push forward truth and investigate the complexity of emotions. This ethos has taken Juanita across the globe, which has given her access to a richly diverse pool of talent as well as a keen eye for finding individuals whose unique essence elevates every project.
For Juanita, making art is about building something real from the ground up. Her conceptual worlds are all rooted in authenticity, the superficiality of micro-trends don’t interest her. It’s this artistic sensibility—one that prioritises truth and emotional depth—that makes her work resonate so deeply.
info@juanitarichards.com
The Ridiculous Run
Arc’teryx SYSTEM_A
Personal Project
Spring Summer Campaign
Las Vegas
Loro Piana Special for Blanc
Personal Project
Marques’ Almeida Spring Summer 22 campaign
International Womens Day – 5 Women, Five Creatives
Nike Airforce 1 Campaign – Celebrating 40 Years of Airforce
Women’s Euro 22 Campaign – Never Settle, Never Done.
Cat Burns – It’s Over Artwork and Video
Tommy Jeans – International Games (1996) capsule.
Take Flight Campaign
Global Campaign for Wrigleys Extra White Chewing Gum
Nike Airforce 1 Campaign – Celebrating 40 Years of Airforce
