Digital campaign for a new Sloggi product launch across social, digital and instore POS.

The Challenge:
Create a new campaign series under the umbrella platform of “Sloggi TV” that visually describes the benefits of the new product range. Zero feel underwear is comfortable, seam free and enables you to move freely in every direction. Ensure visuals are bright and colourful to have maximum stand out in store.

The Creative:
Intorducing… The “Sloggi TV” freestyle StreetDance show “Zero Limits”
We are not confined by boundaries.  And we don’t want to be confined by our clothing and our underwear. Our sloggi Zero Feel is comfortable, breathable and stretches in every direction allowing us to bring the energy and find joy in movement. 

With that our show has zero limits and zero choreography. The freedom to feel the music and freestyle your dance whichever way moves you.

We want freedom to move
Freedom of expression
Freedom to dance in our pants!
Let’s Move!

ECD:
Imogen Tazzyman

Creative Lead:
Jamie O'Sullivan

Director & Photographer:
William Spooner

Production:
Jess Wilson

SU16 campaign

Urban Decay renewed their campaign for their best selling mascara "Perversion Mascara".   The brief was to concept and create new model photography that will be used across digital, magazine ad's and visual merchandising.  The aim is to be at the forefront of trends whilst delivering the brands daredevil personality with a high end aesthetic.

I was involved in all concept stages of the photography.  I then lead the development of the styling of the set, lighting, colour palette, make-up, hair and composition.  With the tagline "Bigger, Blacker, Badder lashes" already pushing boundaries I felt the imagary needed to compliment this in a subtle, sexy and beautiful way.  My idea was to drive your eyes straight to the models eyes, whist being bold beautiful and a hint to the title "perversion".

My focus was always to create conceptual photography that creates brand awareness and to really sell the brands daredevil personality as well as selling the product and it's benefits.

Art Direction:
Jamie O'Sullivan

Creative Direction:
Amy Metzger

Model Photography:
Jamie Nelson

Product Photography:
Greg Carter

@ Urban Decay

Urban Decay Summer 18 Launch.

This was a big seasonal collection.  We had a product collaboration with Jean-Michel Basquiat who was a famous american graffiti artist. He rose to fame in the 70's during the post-punk & street art movements for his expressionist art and political statements.  The products where 3 make-up pallete's covered in his art which you can also hand on the wall as a canvas + lipsticks, eye pencils & bags.  The colours where all representative to his painting style.   We also launched other products seperate to this collaboration such as liquid lipsticks & liquid top coats. 

The brief was to create a campaign with model & product photography along with design visual language to be carried across digital, social and visual merchandising.  Ruby Rose who is the face of our lipsticks was to be the face of the whole seasonal launch.

I lead all concept & art direction stages of the photography, creating the photography brief for model shoot.  For still life I lead concept, styling, set design & art direction in studio. 

Art Direction:
Jamie O'Sullivan

Creative Direction:
Amy Metzger

Model Photography:
Ellen Von Unworth

Product Photography:
Greg Carter

Vice Lipstick Launch

Urban Decay where re-branding their lipstick range and expanding with many new textures and colours.  As Urban Decays values are to bring colour and expression into make-up this was an important launch.  With Ruby Rose as the face of the collection it was a perfect fit for a range named "Vice".  We took the theme and ran with it, her gender-queer identity with her short hair and tattooes is something to be celebrated in beauty.

This was our first time working with Ruby so I art directed all imagery to be simple in set and focussing on her unique style, each shot feeling powerful and full of expression.   This complimented with a huge suite of colourful product shots shows the true range of colours whilst telling brand story too.  I lead the art direction, composition and styling of all product photgraphy. 

I created the visual assets along with overall tone and timbre of the project. Some layout designing here and there but generally overseeing the creative as a whole.  Once a visual language was established, the design is rolled out by other designers into merchandising, online, marketing and social media.

Art Direction:
Jamie O'Sullivan

Creative Direction:
Amy Metzger

Model Photography:
Ben Hasset

Product Photography:
Greg Carter

Product swatch styling:
Lauren Beck

Global Summer campaign for TkMaxx across social, digital, OOH and instore capturing content across multiple product categories fashion, home, travel and beauty.
Brand platform: Ridiculous possibilities

Worked as a team of creatives to deliver a 4 day location shoot in Miami.
I worked on concepts, look and feel, location scouting for 5 different loactions, model casting, direction of the stills photography and oversight across all of post production to delivery.

Creative Direction:
Sarah Cromwell

Art Direction:
Jamie O'Sullivan
Alex Scarborough

Photographer:
Elizabeth Toll

Styling:
Rachel Davis

DOP:
Bobby at Pavilion Films

Production:
Ginny Metrick

Global Summer campaign for TkMaxx across social, digital, OOH and instore capturing content across multiple product categories fashion, home, travel and beauty.
Brand platform: Ridiculous possibilities

Worked as a team of creatives to deliver a 3 day location shoot in Tenerife.
I worked on concepts, look and feel, model casting, direction of film and oversight across all of post production to delivery.

Creative Direction:
Sarah Cromwell

Art Direction:
Jamie O'Sullivan
Angie Conway

Photographer:
Paul Farrell

Styling:
Rachel Davis

DOP:
Ryan Banton

Production:
Ginny Metrick

Global campaign for TkMaxx across social, digital, OOH and instore capturing content across multiple product categories fashion, home, gifting and beauty.
Brand platform: Big Wins. Small Prices.

Creative Direction:
Sarah Cromwell

Art Direction:
Jamie O'Sullivan

Photographer:
Paul Farrell

Styling:
Rachel Davis

DOP:
Bobby at Pavilion Films

Production:
Ginny Metrick

Social content across Instagram, Facebook and Youtube.

Manhattan Cosmetics:
A Coty owned beauty brand based in Germany. Their brand tagline is #Beauty in the streets which encompasses how many beauty idea’s are born in the streets.

Strategy:
Create inspiring beauty looks based on monthly data driven insights and trends that beauty fans are searching for in Germany. Our goal is to help stay connected to what’s trending so Manhattan Cosmetics can be ahead of the curve.
Insights can be anything from SEO search levels of “Eye makeup for oval shaped eyes” to culturally relevant trends like “Halloween makeup”.

Creative:
All content will combine street style fashion, makeup & styling. The street is where authenticity lives. All beauty looks will be bold, encourage to embrace your individual style, attainable for the consumer to wear and above all, creative and inspiring.

Creative Direction:
Jamie O'Sullivan

Model Photography:
Jessica Mahaffey
Rebecca Naen

Product Photography:
PIxeleyes

Make-up:
Gina Blondell
Grace Ellington

Nails:
Miaki

Production:
Gemma Wright

Global Spring campaign for TkMaxx across social, digital, OOH and instore capturing content across multiple product categories fashion, home, baby, mothers/fathers day, and kids toys.
Brand platform: Ridiculous possibilities

With Covid restrictions in place, locations are out of the occasion and we had much smaller budgets. We needed to create a feeling of the outdoors, blue skies and vibrant landscapes but shot in a studio.
I worked on concepts, look and feel, Art Direction of set design, model casting, direction of the stills photography and film and oversight across all of post production to delivery.

Creative Direction:
Sarah Cromwell

Art Direction:
Jamie O'Sullivan
Angie Conway

Photographer:
Paul Farrell

Styling:
Rachel Davis

DOP:
Ryan Banton

Production:
Ginny Metrick

Set Design:
Dragonfly Scenery

The Collaboration.  

Gwen Stefani has a long-running personal relationship with the brand - dating back as far as the 90s, when Stefani first met Urban Decay's founder, Wende Zomnir.  Stefani expresses the same values, attitude and aspirations as the brand and is complementary to Urban Decay's alternative brand image, leading way to her being the perfect front lady. Zomnir states that Stefani was chosen by Urban Decay as she feels the star breaks down barriers in style, much like the makeup brand. "We dig Gwen's innate ability to set trends and defy expectations."  Gwen designed and developed the color range & packaging.

I was involved in all concept stages of the photography.  I focused on catching Gwen's recognisable style and to compliment and draw eye to the graphical packaging.  I developed of the styling of the set, colour palette, pattern and composition.

I lead the art direction at the product photoshoots.  I created the visual assets along with overall tone and timbre of the project. Some layout designing here and there but generally overseeing the creative as a whole.  Once a visual language was established, the design is rolled out by other designers into merchandising, online, marketing and social media.

Model Photography:
Ben Hasset

Product Photography:
Greg Carter

@ Urban Decay

Global beauty campaign for TkMaxx across social, digital and instore.
Campaign: Beauty. Back with a vengeance.

I worked on concepts, look and feel, model casting, direction of the stills photography and film and oversight across all of post production to delivery.

Creative Direction:
Sarah Cromwell

Art Direction:
Jamie O'Sullivan (Art Director)
Arpita Banjeree (Copywriter)

Photographer:
Billie Scheepers

Styling:
Sarah Micheal

Production:
Ginny Metrick

Social content across Instagram & Facebook.

Wella Professionals:
A global hair brand with a huge portfolio of products.

The Challenge:
Create hair focussed content for the “Wella classic Audience aged 30 +” using mainly the Koleston Hair Dye and Wella Flex styling products. A high volume of assets were requested for a small budget. Wella wanted to create one unified look and feel for their instagram page along with a well crafted grid. This is a new instagram account for Wella global, combining all their products onto one unified account. We did not know what types of content were going to perform well for their new audience.

The Creative:
A colour story would run through all of the assets we create. We created a collection of video, stills and gifs for 6 themed looks. We created a varied amount of types of content so that we could determine what content will work for Wella and what till not perform as well. This consisted of before & afters, full final looks, close up hair textures, hair movement video’s, evening styling, quick how too’s and educational tips.

Creative Direction:
Jamie O'Sullivan

Photography:
Jack Eames

Make-up:
Gina Blondell

Production:
Gemma Wright

Social content across Instagram, Facebook and Youtube for the launch of the new product range “Wonderswipe 2 in 1 liners”.

Manhattan Cosmetics:
A Coty owned beauty brand based in Germany. Their brand tagline is #Beauty in the streets which encompasses how many beauty idea’s are born in the streets.

Strategy:
Create inspiring beauty looks with the new product based on monthly data driven insights and trends that beauty fans are searching for in Germany. Our goal is to help stay connected to what’s trending so Manhattan Cosmetics can be ahead of the curve.

Creative Direction:
Jamie O'Sullivan

Videography:
Crooked House Films

Video Edit:
Luke Prior

Make-up:
Gina Blondell

Styling:
Ruby Elkins

Production:
Gemma Wright

Each season Urban Decay launch a series of new products.  For each of the main product launches we create a campaign focusing on the objectives from the marketing and sales strategies.  The aim is to be at the forefront of trends whilst delivering the brands daredevil personality with a high end aesthetic.

I was involved in developing concept of the launch and worked directly with the creative director.  I created the visual assets along with overall usage and how all the launch fits together. Some layout designing here and there but generally overseeing the creative as a whole.  I designed the national magazine ads for Vogue, Harpers Bazaar, Cosmopolitan and others. 

Model Photography:
Jamie Nelson
Ben Hasset

Product Photography:
Greg Carter

@ Urban Decay