Client: McArthurGlen
Role: Campaign Concept, Shoot Planning & Direction, Campaign Roll-out

New creative was needed to promote McArthurGlen’s yearly seasonal promotions that are rolled out across all outlets globally. The brand requested a campaign more progressive from the previous years of a stereotypical flatlay still life aesthetic and one that accentuated the main brand message at that time of ‘#FashionRemagined’.

A common challenge of McArthurGlen was to ensure no brand was visible or heroed throughout all brand outputs, so I combined this with #FashionReimagined and built out a world of paper props around the key product.

Paper Artist: Lydia Shirreff