PROJECT CREATIVE & ART DIRECTION
CLIENT VARIOUS
ROLE
CLIENT VARIOUS
ROLE
Creative
UX
UI
Art Direction
Brand
INTRODUCTION
It’s important for creativity to span across an array of touchpoints; from storytelling within user experience, to elevating subjects by film, or bringing products to life with photography. The bringing together of bright minds is one of the most enjoyable parts of this; seeing a team collaborate from inspiration to realising the final product.
DICKIES
STORYTELLING
Whilst collaborating with the Dickies and VF Corp team in Fort Worth, Texas, I ran workshops focussed on storytelling throughout the whole user experience, not just the configurator. How could we use the rich heritage at Dickies to inspire the creative behind the Dickies custom launch? How could we capture the imaginations of highly creative workwear customers to personalize their own Dickies iconic product like the Eisenhower Jacket? Where were the opportunities to enhance the customer experience, having customers share their creations with their creative communities?
Alongside streetwear, workwear was the emerging category for growth and a focus of innovation for VF Corp, whose portfolio of brands have revenue of $3.1bn USD (2022). Workwear, heritage and technology were the focus of the creative direction, giving Dickies a unique edge over their competitors.
It’s important for creativity to span across an array of touchpoints; from storytelling within user experience, to elevating subjects by film, or bringing products to life with photography. The bringing together of bright minds is one of the most enjoyable parts of this; seeing a team collaborate from inspiration to realising the final product.
DICKIES
STORYTELLING
Whilst collaborating with the Dickies and VF Corp team in Fort Worth, Texas, I ran workshops focussed on storytelling throughout the whole user experience, not just the configurator. How could we use the rich heritage at Dickies to inspire the creative behind the Dickies custom launch? How could we capture the imaginations of highly creative workwear customers to personalize their own Dickies iconic product like the Eisenhower Jacket? Where were the opportunities to enhance the customer experience, having customers share their creations with their creative communities?
Alongside streetwear, workwear was the emerging category for growth and a focus of innovation for VF Corp, whose portfolio of brands have revenue of $3.1bn USD (2022). Workwear, heritage and technology were the focus of the creative direction, giving Dickies a unique edge over their competitors.
Influences from the Dickies Archive and night walks through Fort Worth. Alongside the ecosystem flow for driving traffic to the configurator.
VIDEO CONTENT
VARIOUS SUBJECTS
Bringing complex systems to life through the medium of video. We translate supply chain software into visual narratives which can be universally understood. This is an example of briefing a videographer, storyboarding and shooting on location and finally editing a piece together. The video was shot at a garment factory in Timiśoara, Romania. This particular video was to be used as a sales tool by our sales team. There are lots of opportunities to find beautiful b-roll when in such industrial environments.
VARIOUS SUBJECTS
Bringing complex systems to life through the medium of video. We translate supply chain software into visual narratives which can be universally understood. This is an example of briefing a videographer, storyboarding and shooting on location and finally editing a piece together. The video was shot at a garment factory in Timiśoara, Romania. This particular video was to be used as a sales tool by our sales team. There are lots of opportunities to find beautiful b-roll when in such industrial environments.
Storyboarding, filmic princinples, example shots and an edits deck
EDITORIAL CAMPAIGNS
VARIOUS
During our D2C work, we commissioned various editorial campaigns. Each campaign was a team effort with a very small team, creatively concepting, casting, shooting, and selecting final edits. This work was especially important with our products, which were complemented by real photography to show the tactility of the fabric alongside their digital version.
VARIOUS
During our D2C work, we commissioned various editorial campaigns. Each campaign was a team effort with a very small team, creatively concepting, casting, shooting, and selecting final edits. This work was especially important with our products, which were complemented by real photography to show the tactility of the fabric alongside their digital version.
Photography by Luke Bennet. Sharp brutalism alongside cashmere.
DIGITAL IDENTITY CAMPAIGN
BY PHOTOGRAPHER HUDSON HAYDEN
Exemplifying a beautifully crafted project, this campaign focussed on the concept of digital identity. Shot by Canadian photographer Hudson Hayden, our t-shirts and sweaters inhabited a ubiquitous city where past, present and future co-existed, blurring the boundary between digital and analogue.
We interviewed Hudson to discuss the ideas behind the shoot, and it’s a pleasure to read other creative minds in full flow with real clarity about what they wanted to achieve with the shoot. A transcription of the interview can be downloaded here.
BY PHOTOGRAPHER HUDSON HAYDEN
Exemplifying a beautifully crafted project, this campaign focussed on the concept of digital identity. Shot by Canadian photographer Hudson Hayden, our t-shirts and sweaters inhabited a ubiquitous city where past, present and future co-existed, blurring the boundary between digital and analogue.
We interviewed Hudson to discuss the ideas behind the shoot, and it’s a pleasure to read other creative minds in full flow with real clarity about what they wanted to achieve with the shoot. A transcription of the interview can be downloaded here.
