TED BAKER

AUDIO LAUNCH

While in-house at Ted Baker, I led the creative direction for the brand’s first move into the audio category. Inspired by the rhythmic calm / hypnotic sound of the ‘Shipping Forecast,’ I developed the back story and positioning for the collection, naming each product after one of the mysterious seascapes surrounding Blighty. I also led the team to create the distinctive packaging artwork and all launch assets – both in-store and online.

SEASONAL / EYEWEAR CAMPAIGNS

As Ted’s Creative Director, I was responsible for refreshing the brand’s lookbook approach – creating a more connected, coherent and consistent experience across all touchpoints. My focus was on crafting dynamic, story-led campaigns that came to life in store, online and at events. I also led the creative direction on global eyewear campaigns, moving away from the typical ‘moody model’ trope in favour of memorable, characterful storytelling – working with a range of distinctive illustrators and photographers to bring fresh energy to the brand.