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ad hoc / joie farm



ad hoc clothing store

It may be just a small boutique in tucked away in Penticton, BC, but ad hoc feels more like a shop found in New York City. Owner Virginia Bray stocks only clothes that are crafted by independent designers who are committed to resilient manufacturing practices.

We came up with a photo-story series called “ad hoc loves Okanagan heroines” featuring inspiring women who are groundbreakers in the region, and happen to be customers at the shop. We wanted to tell the story of each woman, while featuring the beauty and versatility of the clothes.

The story: Heidi Noble runs one of the most successful wineries in the Okanagan – Joie Farm. On the eve of the first crush of the season, we wanted to capture a typical day during harvest. Since Heidi has her hands in every part of the work at the winery, we followed her from vineyard to cellar to sunset – with glass of wine in hand, of course.


Working with dan is always an absolute pleasure. He is brilliant at his craft. His professionalism & ability to understand his client’s vision & intention is remarkable. The relationship is effortless, the work fun & the results outstanding.


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