Transformative campaigns, breaking away from traditional models and emphasising ideas and core values.
Conceptualise and art-direct eyewear campaigns for Ted Baker in collaboration with licence partner Mondottica, providing seasonal visuals across all retail and digital platforms like Vision Express and other partners. Traditionally, glasses campaigns were very model-centric, but Ted Baker’s were to embody their core values of Britishness, playfulness, wit, and quality.
I crafted multi-seasonal campaign concepts for the eyewear to infuse core brand values, seasonal themes, and promotional offers. Using vibrant colours to distinguish the eyewear campaigns and the art direction of the beyond the conventional model-in-glasses. By having no real people wearing the eyewear, the campaigns were desirable, and the audience was allowed to concentrate on the idea rather than being caught up by any models or their looks. It proved to be a very successful strategy.
Illustrators: Boom CGI, Anr0, Jeff Wack.
