Disciplines: Art Direction, Creative Strategy, Campaign Design
Art directing a seasonal collection from concept to customer - across social, email, and web.
For the SS26 summer season at The White Company, I worked as Assistant Art Director across the full campaign - from the initial creative concept through to the final assets that reached customers across social, email, and the website.
My role started well before anything was shot. We developed the seasonal story, pitched visual directions and image concepts to the Creative Director, and planned out the video and photography content we'd need to carry the campaign across every channel. It was about building a vision for what summer should feel and look like for the brand, then making sure that vision held together from a mood board all the way through to an Instagram carousel.
Campaign rollout - social, email, web
The challenge with multi-channel rollout is keeping everything feeling like one campaign when the formats are completely different - a story tile, a long scroll email, and a homepage banner have different constraints, different reading speeds, and different jobs to do.
