ASOS February Campaign
Nike City Tech
Barbour
Nike Air Max Day US
Abercrombie & Fitch
ASOS June Campaign
ARKET
Puma Speedcat
The launch of Arket on ASOS was the perfect opportunity for us to position this elevated brand to our more edgy, 20-something-year-old audience. Casting and styling played a big part in this campaign to ensure we really resonated with a gen-z audience, who although are spending less on full price items, still want high quality staple pieces in their wardrobe which will stand the test of time.
We mirrored the quality of the ARKET collection in our imagery with an added ASOS edge, a stripped back white cove backdrop allowed us to turn our focus to rich lighting and textured grade. We injected our ASOS identity through design treatments that felt poppy and vibrant to give a youthful edge to the campaign, but still kept it within a premium world.
Role: Creative & art director