Capabilities
Concept and strategy through direction, design, production and final execution.
I came up through photography and retouching, then spent years brand-side directing creative for fashion, beauty and lifestyle names. That's why the range is unusually wide: I can set a concept, art direct the shoot, shoot it, design the system it lives in and take the final frames through post.
Below is each discipline with the projects that prove it. Every image belongs to the project it's shown under — click any of them to read how the work was made.
Creative Direction
Concept first, then everything that has to survive it — the shoot, the edit, the cutdowns, the surfaces it eventually lives on.
I set the idea and stay on it: references, shot list, casting, the room on the day, and the final selects. On Gucci Beauty that meant campaign stills, product and a tutorial film built as one release; on Laura Bond it has meant a seasonal narrative held across several years of campaigns.
- Creative concept development
- Campaign direction
- Art direction
- Visual storytelling
- Talent & shoot direction
- Creative development across channels
Campaigns & Content
Brand & Visual Identity
Positioning, then a system that can be handed to other people without falling apart.
Strategy, logotype, type and colour behaviour, packaging, and the rollout rules that keep it intact. Cellie's Curls was built pre-launch from strategy through packaging; Austen & Blake and White Stuff were refreshes of established houses; Cisco Live had to hold across stage, signage and screen.
- Brand strategy
- Visual identity
- Brand development
- Packaging & digital assets
- Launch & campaign creative
- Brand rollouts and guardrails
Graphic Design
The everyday output that decides whether a brand looks considered: campaign artwork, layout, collateral, the assets nobody credits and everybody sees.
Print and digital in the same hand. Publicis Media was a brand refresh carried into brochures, postcards and letterheads; VO5 × Love Island was fast-turn campaign graphics and GIFs; Scholastic was an interactive catalogue laid out for HTML5 export.
- Campaign design
- Digital & social assets
- Marketing collateral
- Editorial and layout design
- Brand communications
- Print production artwork
Production & Content
Full-service shoots: sourcing the location, casting, art directing the day, shooting it, and delivering it in every format it's needed in.
The Trunk Bottle Company was campaign, product and lifestyle imagery produced end to end. Willow Organics, London Brow Company and Clubman were production and product photography; Mic Lowry was artist imagery for Universal Music; L'Officiel Lithuania a published beauty editorial.
- Campaign photography
- Videography & moving image
- Shoot production
- Talent casting and location sourcing
- Content creation
- Multi-format campaign deliverables
Campaign · Product · Full Production
Retouching & Post-Production
Years of commercial retouching behind the direction work — fashion sequences, beauty skin, jewellery and product, prepared for the exact place each frame ends up.
Ecommerce consistency across every angle of a garment, colour and tonal refinement, clean-up that survives a hero crop. The dedicated retouching study collects the client work; French Connection shows retouching sitting inside a wider digital campaign.
- Commercial retouching
- Beauty and fashion retouching
- Product and jewellery imagery
- Colour and image refinement
- Campaign asset preparation
- Digital and social outputs
Urban Outfitters
Contiki
Net-A-Porter
Hawes & Curtis
Swarovski
Banham
Digital & Web
Sites, ecommerce and lifecycle work designed by someone who also made the imagery going into them.
Austen & Blake was a responsive design and build with animated email assets. Subway spanned web, iPad merchandising and in-app. Sweaty Betty and Hackett London were lifecycle email systems — welcome, loyalty, win-back — across a cross-device template library.
- Website design
- Ecommerce and Shopify / Squarespace
- Digital experiences
- Mobile optimisation
- Lifecycle email systems
- Digital asset creation
Social & Content
Content built for the platform it's posted on, in volume, without the brand thinning out.
Skyn Iceland was content creation, product photography, video and scheduling. Brandalley was art-directed still life for social. Cellie's Curls runs as an always-on content engine — campaign, product, ecommerce and social, including film.
- Content ideation and strategy
- Platform-specific creative
- Social campaign assets
- Content production
- Moving image for social
- Ongoing creative development
