REBRANDING FASHION
When John Lewis rebranded as John Lewis & Partners in 2018 it meant a whole new collection and a whole new aesthetic for fashion. My job was to create a fresh new look for the collection through films and imagery. The rebrand was all about putting John Lewis Partners (i.e. the staff) at the heart of the brand and raising awareness of the stylists in stores was a massive part of the brief.
MAKING CURATIONS FUN
Each month the John Lewis buyers curated a selection of pieces around a trend which was known as EDIT. This collection was housed in its own area in stores and online. My role each month was to take EDIT and create a series of content. From online teasers and styling films for in store screens to Instagram galleries and pins, it was important to work out where each trend would land best and where our audience was before creating our bespoke content. The campaigns below lived out of home on digital billboards, escalator panels, in John Lewis stores and windows and of course on the John Lewis website and social channels.
WORKING WITH INFLUENCERS
Creating content with influencers was a big part of my role and something I built from nothing up to a full influencer program four and a half years later. I love working with talent, from collaborative scripting with bloggers and editors to directing and interviewing designers and experts to get the best performance out of them. From Emma Hill, Liv Purvis and Erica Davies on fashion to Sali Hughes, Ruth Crilly and Sarah Chapman on beauty, I was lucky enough to work with some really interesting people.
INNOVATION ON INSTAGRAM
It seems strange now that there was ever a time before Instagram advertising was a thing... But that time did exist! In 2015 John Lewis were one of the first UK brands to advertise on Instagram and my job was to conceptualise and art direct our first set of ads. This involved working closely with the creative team at Instagram to get their buy in on our concepts as these would set the tone for other brands going forward. We saw amazing results with a considerable rise in ad recall, brand favourability and purchase intent.
BRINGING PRODUCT TO LIFE
Showing off product and accessories when we didn’t have influencers or models to hand was always a fun challenge. My role was to think of new, innovative ways each month to shoot product, from stop motion techniques to fun titles.