Details +
Christmas is one of the most competitive moments for M&S, with a huge volume of product and content all fighting for attention at once. The challenge was to create a festive heritage British feel that could actually cut through, without losing the premium, editorial feel of the previous years campaigns.
I developed a motion-led approach for womenswear that balanced pace with structure, using fast sequencing alongside grid-based layouts to keep the content engaging while still clearly showcasing product and styling. The system was designed to flex across multiple formats and placements, allowing for a consistent but scalable rollout across the campaign.
The work contributed to strong engagement across social during peak trading, supporting product visibility and discovery at a time where attention is at its most limited.
Marks and Spencer
Womenswear Christmas Treatment (Motion)
Motion, Digital, Social, Campaign, Brand.
2024
Details +
A paid social campaign designed to drive attention and visibility for M&S underwear across Meta.
I developed a series of motion assets that balanced simplicity with impact, using pacing and format to highlight comfort and style while keeping the product front and centre. It focused on simple, confident storytelling where the product was given the space to speak for itself.
Rolled out across multiple placements, supporting engagement and strengthening category visibility in a highly competitive space.
Delivered 20+ variations of assets across Meta placements, contributing to 34% increased engagement and stronger category visibility.
Marks and Spencer
Womenswear/Menswear – Paid Advertising
Motion, Digital, Social, Brand.
2024
Details +
A digital and social campaign for Autograph, designed to reinforce its premium positioning within M&S.
I collaboratively developed with ADs, a motion-led treatment that used wide framing and controlled pacing to highlight silhouette and detail, creating a more cinematic feel while maintaining product clarity.
The system translated across formats, supporting a consistent and elevated presence across campaign and social touchpoints.
Marks and Spencer
Womenswear/Menswear – Autograph (Motion)
Motion, Digital, Social, Brand.
2025
Details +
Curated the launch of Rosie Huntington-Whiteley’s 2026 lingerie collection for M&S, shaped by her distinct personal brand; effortless, refined, and inherently premium.
The campaign was designed to live naturally within Instagram, prioritising tone over overt selling. Considered cropping and minimal direction allowed the product to sit within a world that feels aspirational but believable, bridging premium fashion cues with mass accessibility.
The content had to feel natural to Rosie’s personal brand whilst also living natively within the M&S ecomm journey. Included BTS and lo-fi AV.
Marks and Spencer
Womenswear – Social Rosie HW Lingerie IG
Motion, Digital, Social, Brand.
2026
Details +
An identity for a Bethnal Green wine bar, designed to balance local character with a more refined, contemporary feel.
I developed a restrained visual system using warm tones and contrasting type styles, creating something that feels considered without being overly formal.
Applied across signage and digital, the identity introduces subtle moments of personality while maintaining a consistent, approachable presence.
Freelance
Brand Identity Project
Brand, Print, Digital, Social.
2023
Details +
Power is Sweaty Betty’s flagship franchise and a key driver for the brand, so the focus was on repositioning it as a more premium, performance-led line.
I collaborated on the creative treatment and rollout, using more dynamic product imagery and a tighter, more refined visual language to better balance strength, versatility, and style.
The system was applied across digital, retail, and campaign, creating a more cohesive and elevated presence across all touchpoints.
We delivered a large-scale rollout across digital, retail, and campaign, supporting increased visibility of the franchise during the relaunch period.
Sweaty Betty
Power Project
Digital, Campaign, Graphic Treatment, Social, Performance, OOH, Retail.
2024