Role:
Creative Lead & Art Director - led the overarching creative concept and directed the visual execution across stills and film.

The Brief:
To develop a central TV campaign idea, that would create a new visual world for the brand. The project required a strong narrative concept supported by carefully crafted art direction. In addition, a suite of brand photography was needed, outside of the TV campaign, that could exist beyond the TV campaign lifespan.

The Result:
A strong, concept-led TV campaign, alongside a bank of stills imagery that could be used on an ongoing basis. I art directed the photography shoot end-to-end, overseeing casting, wardrobe, and location, and wrote the creative concept for the TV commercial. Building this under-water world included casting a free-diving performer and an underwater shoot, to bring a sense of authenticity and spectacle to the film. Working closely with VFX artists, we delivered a visually striking final piece that balanced technical ambition with a clear, compelling narrative.