Creative concept and Direction for the M&S X Lionesses campaign.
The concept is to hero the players on and off the pitch - to showcase their personas in football - and in fashion.
This creative approach provides the opportunity to style them in ways that our customer isn't used to seeing, to really make an impact.
By pairing this with their traditional footballer' personality, we created a really striking 360 campaign that celebrates the players as gamechangers on the pitch and off the pitch.
Originals.
Concept creation and Art Direction of M&S menswear campaign.
Reinventing archive pieces to highlight the unique British legacy and provenance of M&S and maximise the opportunity for renewed interest in vintage, heritage and pre-loved items.
To bring this campaign to life, I looked for real people who each are a true original.
Men who are known for their originality, style & individuality.
They are obsessive about the detail and provenance of menswear and looking for items that have been created with care and do not impact on the planet.
Christmas campaign and scheme.
From concept to execution, we developed a compelling campaign that brought the festive spirit to life.
A strong visual narrative seamlessly connected the online and in-store journeys, delivering a truly impactful Christmas experience for M&S.
Concept creation and Creative Direction for The Sports Edit activewear brands at M&S.
Plan A is M&S’s corporate sustainability initiative focused on climate change, which resonates with customers and colleagues. To effectively communicate its sustainability contributions to customers, we created engaging content with striking imagery and a strong Tone of Voice for trucks, billboards, and stores, keeping customers informed and inspired by M&S’s commitment to a sustainable future.
Creative Direction of one of M&S’s favourite own brands.
Using a village like location creating real-life scenes, exploring antiques markets, cafes or shopping with friends. The location isn’t the focus, but highlights the wearability and versatility of the collection.
Concept & Creative Direction for M&S The Sports Edit
This mid-season activation is to engage a younger demographic while showcasing the dynamic nature of The Sports Edit activewear collection. The campaign will highlight the blend of style and functionality that appeals to a modern, active lifestyle.
The overarching concept revolves around movement and energy, capturing the essence of the activewear through high-impact visuals. The use of strong lighting will evoke a sense of vitality, while motion blurs will illustrate activity and fluidity, making the clothing appear as if it is in motion.
Strong, directional lighting will create dramatic shadows and highlights, enhancing the texture and colour of the fabrics.
Creative direction and development of the 2024 ‘Value you can trust’ campaign. A strong 360-degree approach resulted in a significant increase of sales vs plan and LY.
Photography: Simon Emmett
Models: Toma McDonagh, Elissa Burns
Styling: Nathalie Riddle
Hair: Christopher Sweeney
Make-up: Claudine Blythman
Branding proposal for a wholesale brand which is aimed at a slightly younger demographic than Dorothy Perkins.
Branding proposal for a Burton outerwear brand which can be traded through owned channels and those of partners.
Photography: Simon Emmett
Models: James Kakonge, Will Higginson
Styling: Nathalie Riddle
Grooming: Christopher Sweeney
Internal HR publication to help people making the most of themselves both in and out of work.
Photography: Simon Emmett
Models: Toma McDonagh, Daisy Jelly
Styling: Nathalie Riddle
Hair: Christopher Sweeney
Make-up: Claudine Blythman
Design of a Black Friday campaign covering both digital & retail channels. Focus on key messaging by using strong photography & clear language.
Tailoring ‘how to wear’ guide to showcase different ways of styling. Published as leaflet and online editorial.
Design of the Christmas scheme for Dorothy Perkins & Burton. Different designs proposed for main stores & top stores.
Spring brings about an opportunity to reach a new audience. To establish Burton as ‘the’ destination for grooms and groomsmen, as they move away from traditional formal hire and look to the high street for modern tailoring to fit their mood.
Photography: Jonny Storey
Model: Sam Way
Styling: Richard Pierce
Grooming: Jonothan Malone
Online feature showcasing the MB AW20 collection. MB is a Burton leisurewear brand with a street look & feel.
Photography: Jonny Storey
Model: Danny Blake
Styling: Edward Frith
Grooming: Jonothan Malone
Co-Art Director on Spring 2020 shoot for Dorothy Perkins & Burton. Location Mexico City.
Art Director: Anthony Cassidy
Photography: Mei Tao
Models: Louise Mikklesen, Kailey Hsu, Arthur Kulkov, Malik Lindo
Styling: Nathalie Riddle
Hair & Grooming: Christopher Sweeney
Design of gift cards & carriers to be sold in-store & online. The carriers have generic and themed designs to suit all occasions.
Packaging design for Italian culinary gift range.
Packaging design for Asian culinary gift range.
A new environment for the in-store denim department, updating the photographic and graphic elements. Shoot direction: light clean background, creating movement.
