Campaigns & Content
A creator merch line, art-directed like an editorial campaign
Shoot direction and campaign system for the Brain Energy merch launch.
Hayley Morris — Creator · Merch
Hayley Morris / 16
Scope
- Shoot direction
- Creative concept
- Mood & colour direction
- Posing direction
- Location & lifestyle scouting
- Product art direction
- Video reference & motion cues
Hayley Morris built an audience on personality — a cast of characters, sharp comedy and a distinct point of view. For the Brain Energy merch launch I wrote the shoot direction: a full creative treatment translating that on-camera energy into a still and moving campaign the production team could pick up and shoot.
Hayley Morris — Campaigns & Content
01
Play off the personality — don't sand it down.
The brief was direct: build a shoot that represents Hayley's personal brand well. Fun, playful posing, and enough range of moods to hold the different characters she plays into — while still delivering product-first imagery that runs flat on a store.
02
Neutral core, with pops of merch colour.
The core palette is deliberately quiet, letting the retro merch typography carry the personality and keeping the line reading as one collection. A darker green comes in on the lifestyle blocks as a controlled counterpoint.
03
Character work, not catalogue.
Posing maps to mood so the shot list produces a rhythm — energy, calm, energy, calm. Every SKU gets front, back and detail frames in one visual grammar, and the motion sits close to the stills: a slight VHS treatment, quick cuts, in Hayley's voice.
Hayley Morris
A creative treatment and shoot direction the production team could execute without a second brief.
The outcome
- 01A creative treatment and shoot direction the production team could execute without a second brief.
- 02One visual language holding ecommerce, lifestyle campaign and motion together.
- 03A full product shot list — front, back and detail — across the Brain Energy range.
Next project
Skinnydip x Shake Baby Shake
Art direction, shot list, photography, styling and production for the Skinnydip x Shake Baby Shake collaboration.
