Multi Discipline — Retail Priorities

A body of fashion and beauty content for John Lewis — spanning a stylised shoot in Mexico, a city-specific beauty series filmed in Liverpool, and always-on social built to react to season and trend.

Fashion & Beauty

Role

Shoot direction, filming, editing

Deliverables

Three campaigns, one discipline

Channels

Organic & geo-targeted paid social

The Brief

Fashion and beauty content for a retailer this size can't do just one job

It has to carry a big, campaign-scale moment — and it also has to show up every week, reacting to trend, weather and whatever's actually happening in people's lives. This is a cross-section of both ends of that spread.

01

High Summer, Mexico

02

Liverpool Beauty Hall

03

Always-On Fashion

01 High Summer — Shot on location, Mexico

Fashion, built for a postcard

A stylised High Summer campaign shot on location in Mexico — beauty and fashion content built to feel as aspirational as the destination itself. Product, colour and light were treated as one composition rather than a straightforward product-on-white shoot, with the Mexican coastline doing as much work as the products themselves.

  • Menswear

  • Womenswear

  • Home

  • Beauty

  • Background Plates

01 The Beautiful People of Liverpool

Beauty, made local

A beauty hall campaign built entirely around Liverpool itself — interviewing local faces about their beauty routines and relationship with beauty, shot against the city's own landmarks rather than a studio. Posted organically, and geo-targeted in paid specifically to a Liverpool audience, so the campaign only ever spoke to the city it was made for.

  • Interview led

  • Shot on location

  • Geo-targeted paid

  • Six part series

03 Always-On Fashion

Reactive, not seasonal

Fashion content built to react — to the weather turning, to wedding season starting, to whatever's actually relevant that week — rather than sitting on a fixed campaign calendar. Framed and styled to feel current and immediate, this content fills the gaps between the big campaign moments and keeps the fashion offer feeling alive week to week.

  • Always on social

  • Trend and weather reactive

  • Wedding season