03/05/2024
John Smedley | SS24
Inspired by colour and self-expression the John Smedley SS24 campaign centres around the theme Joyful Expression.
Art directed by the in-house marketing team, photo and video content features dancers drawing beautiful, flowing lines using chiffon fabric dyed in three key seasonal colours.
These lines of colour are picked up in a series of limited-edition porcelain pieces commissioned from QEST scholar Celia Dowson, layering craftsmanship into the campaign.
One Big Company were asked to translate these elements into John Smedley’s retail stores. In window displays we used coloured chiffon to frame model imagery and connect this to plinths containing Celia’s ceramics. Continuing the theme inside model imagery features in large-scale lightboxes, paired with point-of-sale displays at key points to create conversation starters for staff and customers.
Photography: James Anastasi
Hair and make-up: Nohelia Reyes
Construction: MEGA creative
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