Creative direction : Trend insights : Shoot production : Styling : Copywriting

Having worked with Oak Furniture Land since their first foray into producing press-focused imagery, I worked with the brand to help establish their visual identity and how to ensure consistency, yet a point of difference, between their press output and consumer sales imagery. Guiding them on seasonal trends to focus each lookbook around, I curated each shot using key and bestselling product, arranging ranges in unusual ways to promote a more organic, editorial aesthetic and organised shoot logistics, from location sourcing, crewing up and basic logistics. Post-shoot, I wrote their lookbook copy, talking through the trends and ensuring great sell-in quotes for press.

This work led to consultancy and creative direction across several platforms, from styling press lookbooks to bringing a new style direction to commercial sales shots and concepting and styling their first roomset-based television adverts. I was also employed to design a series of roomsets within a new flagship store, and offer occasional trend-based guest posts on their website.

One of a suite of eight TV ads, I worked with the brand to bring through a more lived-in, trend-led aesthetic across two different shoot set-ups (one location, one studio setbuild). I advised the set design team on design features, set decor and props to incorporate into the sets, attended recce meetings and styled each set during shoot days, adapting the set-ups for stills photography as well as filming.