RAKES
PROGRESS

Objective

Taking visual inspiration from the film "Under The Skin" I wanted to explore visuals using thick, oil-like pools which reflected contrasting forms within them. Using flowers I wanted the images to feel other-worldy and indefinite.

Details

The outcome was a series of portraits and still life photography exploring themes of distorted beauty and resilience and the regenerative force that nature

is able to grow in the darkest of places.

Project team + Contributions

Gary Didsbury

Shelley Blaze

Kat Wu

Beauty Retoucher

Art direction / Still life / Styling

A personal project

UNDRESSED

Objective

Working as part of Selfridges online creative team we needed to feature a story on lingerie that felt audacious.

Details

We wanted to start involving more emotional connection within the commercial photography shown alongside Selfridges features. The result was a delivery of beautifully shot images that feel tender and raw.

Project team + Contributions

Hart & Leshkina
Jack Borkett
Sophie Durham
D+V Management
John, Hannah, Lily

Art direction / Editorial
Produced for Selfridges Digital Creative Content team

Selfridges loves lingerie flower model nightdress

LOOKING
GOOD
HORSHAM

Objective

Horsham is the location for the first of a new format store for John Lewis, transforming it into an experience-led shopping destination whilst introducing fashion and beauty services to the area.

The campaign focused on appealing to a wider local audience, informing them of an exciting new offering from John Lewis in Horsham.

Details

By championing Horsham and its people within the campaign, we wanted to create provenance, and connect with the audience in a unexpected and joyful way.

Working closely with the content team I formed the art direction for the campaign based around the given tagline "Looking good, Horsham". It was to feel more like a documentary photo series showcasing Horsham's characters through genuine portraiture.

Project team + Contributions

John Lewis Content & Creative team
Toby Coulson

Megan Heinl
Naomi Miller

Chebabo & Co

Anjeli, Hugh, Joe, Kim, Carole & Arabelle

Art direction for John Lewis

Images courtesy of John Lewis Partnership

Documentary photograph capturing a lone man waiting patiently at a bus stop

SELFRIDGES
SOCIAL REBRAND

Objective

Selfridges Instagram needed a rehaul as it had no clear visual tone that really represented the giant retailer's brand. The focus was to tighten up the photography approach and create a guide to collaborators that could be followed to evolve the social creative direction.

Details

I developed a brand identity which brought the essence of the iconic  Selfridges store through into their social platforms. Creating the brand’s social  art direction with the photography style, shooting only with mobile devices  to make it a truly social-first environment that felt on brand and approachable for  the wide demographic and audience.

Alongside this I helped establish visual themes and franchises that aided the team to continue developing the image making for Instagram.

Project team + Contributions

Selfridges Digital Creative Content + Social teams
Art direction / Styling / Photography

Produced for Selfridges.

ASOS

Objective

Taking the design lead on this project I was tasked with re-skinning the ASOS poly bag used for the majority of it's orders. We wanted to create an eye-catching and distinctly fresh wrapper that is true to the brand's connectivity

to trends.

Details

At the time the original concept was to have an update every season to showcase a design swatch from the fashion team – keeping with the always evolving fashion palette. A distinctly lo-fi application of the logo area would remain through the cycles.

The final chosen design ended up being a print design by Felicity Marshal, a pixel based repeat pattern used across knitted garments.

It proved so popular, and now so distinct, that it has remained the original design since it's conception in 2014.

Project team + Contributions

Felicity Marshal

ASOS Creative

DUO

Branding / Packaging / Art Direction

Worked on as part of the ASOS Creative team

AMOEBA
ABC

Objective

Exploring 3D rendering and animation, I wanted to begin by applying textures to simple letterforms.

Details

Creating characters based on a children's ABC, they take shape from abstract, amoeba-like forms inspired by the sea. Sometimes swaying between beauty and the grotesque.

Project team + Contributions

A personal project
CG rendering / Animation

VERTICAL
VEIL

Objective

The British Hat Guild commissioned LMMH Studio to create AR filters to celebrate homegrown millinery and get more eyes and interaction with their social account.

Details

Philip Treacy was chosen as the inspriration for a filter to be launched in conjunction with Royal Ascot, working closely with him we recreated one of his iconicly structured pieces.

The Vertical Veil was 3D modelled using 360° images of the veil to get a realistic form. The fantasy aspect came through developing a version that pulses through a rainbow of colours.

Project team + Contributions

Philip Treacy Studio

The British Hat Guild
LMMH Studio

CG modelling / Animation / Spark AR build

Try effect ✦

LONDON LIONS

Objective

The ask of the agency was to define British basketball in order to reintroduce the London based sports team locally and internationally.

Details

With that I led the research piece on the origins of British basketball to help identify its unique culture in the UK – which informed the branding for the new Lions creative direction and branding.

Project team + Contributions

Trends & Culture

Jack Walsh

Art direction / Branding