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M&S

M&S

Summer Social

Summer Social

Brand story

VIDEO

Photography

Social

How do you create one summer campaign that feels at home in four different worlds?

M&S wanted to bring its summer homeware collections to life through an editorial-led campaign spanning Ideal Home, Woman & Home, Homes & Gardens and Marie Claire.

I led the art direction across four individual shoots, working with four recognisable contributors to create a distinct visual story for each audience while maintaining a consistent M&S summer aesthetic across the wider campaign.

The result combined premium stills photography, talent-led films and social content to showcase the collections through personality, inspiration and real-world styling.

The Challenge

Four brands meant four distinct audiences, visual identities and approaches to interiors.

The challenge was to create a campaign that felt authentic within each editorial environment without losing the connection back to M&S. Each shoot needed its own personality while collectively feeling like part of the same summer story.

Working across multiple contributors, locations and content formats also meant establishing a creative approach that could flex from premium editorial photography to video and social without losing consistency.

The Strategy

I approached each shoot as its own editorial story, pairing the M&S collections with the personality and expertise of each contributor.

Rather than imposing one visual treatment across all four, I created a flexible art direction that responded to each brand and setting while using colour, styling, light and composition to maintain a recognisable summer aesthetic.

This allowed each execution to feel native to its audience while still clearly belonging to the wider M&S campaign.

My Role

As Art Director, I led the visual direction across all four shoots, from initial creative development through production and final delivery.

I worked closely with photographer Felix Speller and interiors stylist Hannah Franklin to shape the look and feel of each story, directing talent and ensuring the M&S products remained integral to the imagery rather than simply placed within it.

Alongside stills, I art directed hero interview films and supporting social-first content, creating a connected visual approach across photography, film and social.

My responsibilities included:

Creative direction and shoot concept development.
Art direction across four individual shoots.
Talent and product art direction.
Working closely with photography and interiors styling.
Art direction of hero interview films.
Development of supporting social-first content.
Maintaining creative consistency across four editorial brands.

My Role

As Art Director, I led the visual direction across all four shoots, from initial creative development through production and final delivery.

I worked closely with photographer Felix Speller and interiors stylist Hannah Franklin to shape the look and feel of each story, directing talent and ensuring the M&S products remained integral to the imagery rather than simply placed within it.

Alongside stills, I art directed hero interview films and supporting social-first content, creating a connected visual approach across photography, film and social.

My responsibilities included:

Creative direction and shoot concept development.
Art direction across four individual shoots.
Talent and product art direction.
Working closely with photography and interiors styling.
Art direction of hero interview films.
Development of supporting social-first content.
Maintaining creative consistency across four editorial brands.

Creative Approach

The creative direction balanced aspiration with personality.

Working with Sophie Robinson, Kate Watson-Smythe, Fiona Leahy and Whinnie Williams gave each story a distinct point of view. Their individual styles helped shape everything from location and composition to product selection and styling.

Rather than creating four versions of the same shoot, I allowed each execution to develop its own visual character while maintaining consistency through warm seasonal light, considered styling and a premium editorial finish.

Stills and motion were developed together, allowing the campaign to move naturally between beautifully composed editorial imagery, personality-led interviews and more immediate social content.

Creative Approach

The creative direction balanced aspiration with personality.

Working with Sophie Robinson, Kate Watson-Smythe, Fiona Leahy and Whinnie Williams gave each story a distinct point of view. Their individual styles helped shape everything from location and composition to product selection and styling.

Rather than creating four versions of the same shoot, I allowed each execution to develop its own visual character while maintaining consistency through warm seasonal light, considered styling and a premium editorial finish.

Stills and motion were developed together, allowing the campaign to move naturally between beautifully composed editorial imagery, personality-led interviews and more immediate social content.

Impact

The campaign delivered four distinct but connected visual stories across Ideal Home, Woman & Home, Homes & Gardens and Marie Claire, giving M&S access to multiple audiences without compromising the identity of the individual brands.

By building the campaign around talent, editorial storytelling and a flexible visual system, the M&S collections could be presented in different contexts while retaining a consistent premium summer aesthetic across print, video and social.

4 brands. 4 contributors. 4 distinct creative worlds.
One connected M&S summer campaign.

4

4

4

Editorial Films

Editorial
Films

Editorial
Films

16

16

16

Multi-format Deliverables

Multi-format
Deliverables

Multi-format
Deliverables

4

4

4

Editorial Brands

Editorial
Brands

Editorial
Brands

12
MONTH

12
MONTH

Always-on Partnership

Always-on
Partnership

8

8

8

Bespoke Ceros
articles

Bespoke
Motion Graphics

Bespoke
Motion
Graphics

Other work.

Other work.

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Adidas

Predator

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