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.
UK, Europe & ROW Inquiries: biddy@lairdandgoodcompany.com
US Inquiries: kirsty@lairdandgoodcompany.com
Select Clients
- Ahluwalia
- Arc’t eryx
- Blanc Magazine
- Converse
- Chanel
- Dazed
- Emilio Pucci
- Ferrari
- Flannels
- Harvey Nichols
- Highsnobiety
- MAC
- NATAAL
- Nike
- Nowness
- Polydor
- Selfridges
- Smythson
- Sony
- Tommy Hilfiger
- Uniqlo
- Vogue Portugal
- Wrigleys Chewing Gum
- Youtube
- Zalando
- 7 For All Mankind
Adidas Running
The Ridiculous Run
Arc’teryx
Arc’teryx SYSTEM_A
Aruba
Personal Project
Asos
Spring Summer Campaign
Barbershop
Las Vegas
Blanc Magazine
Loro Piana Special for Blanc
Bu – Wonderland Magazine
Dr. Martens
FLANNELS
Genesis
Personal Project
Marques’ Almeida
Marques’ Almeida Spring Summer 22 campaign
Mission Statement Magazine
International Womens Day – 5 Women, Five Creatives
NATAAL – LA
From Outside In – This visual story by Juanita Richards captures the beauty of meeting strangers in LA
NATAAL – NY
Nike Air Force
Nike Airforce 1 Campaign – Celebrating 40 Years of Airforce
Nike Barcelona
Nike Euros
Women’s Euro 22 Campaign – Never Settle, Never Done.
Sony
Cat Burns – It’s Over Artwork and Video
Tommy Jeans
Tommy Jeans – International Games (1996) capsule.
Uniqlo
Take Flight Campaign
Vogue Portugal
Wrigleys Extra Chewing Gum
Global Campaign for Wrigleys Extra White Chewing Gum
