Case study — Content franchise

A recurring gifting format built around a single reveal mechanic — designed to give a wide, ever-changing product range one consistent visual identity across organic and paid social.

What’s in the box?

Role

Video & stills shoot direction, editing, grading

Deliverables

Short-form video, product stills, head shots

Channels

Organic social, Pinterest, Meta, Reddit paid

The Brief

One format, an unlimited range of products

Gifting content works hardest when it feels familiar — a format people recognise and come back to, rather than a one-off post that has to reintroduce itself every time. The challenge with a range this broad, spanning fragrance, tech, homeware and books, was building a visual system stable enough to hold that variety together.

Rather than treat each product as its own creative brief, I built "What's in the Box" as a repeatable format: a consistent reveal mechanic, a consistent colour language, and a consistent shot grammar — so the franchise reads as one thing no matter what's inside the box that week.

01

Bold, product-led colour

Every shot is built around a saturated, colour-blocked set — chosen to complement or contrast the product itself, so colour does the work of grabbing attention in-feed.

02

A consistent reveal

The product is always staged as the hero — elevated, centred, and presented mid-reveal — giving the format a recognisable rhythm across dozens of different items.

03

Built for both stills and motion

Every set-up was shot to work as both a static image and short-form video, so the same production day could feed organic posts, Stories, and paid placements.

The Work

Consistency at scale

A selection of stills from the franchise — shot and edited across a wide product range while holding a single visual system together.

Newness

A variety of products that are new to John Lewis put into a summer fruit themed curation.

Three Jo Malone cologne bottles labeled Scarlet Beetroot, Carrot Blossom, and Velvety Butternut standing against a blue background.
A decorative ceramic dish designed to look like a strawberry, with green leaves and a red berry on top, against a blue background.
Crocheted strawberry-shaped purse with a green leaf detail, hanging by two red straps against a blue background.
Three colorful strawberry-shaped teapots with lid handles resembling strawberries and leaves, placed on a blue surface against a matching blue background.
A white bowl with the word 'PASTA' in red letters and a red berry branch illustration, set against a blue background.

Father’s Day

Comedian Tom Davis appeared in this content to explain his dream Father’s Day wish list.

A man with glasses, a beard, and bald head sitting on a wooden chair in a small room with blue walls and a green floor and back wall. He is wearing a light gray tracksuit and gray sneakers, with one leg crossed over the other and smiling at the camera.
A vintage round metal grill with a handle and legs, displayed on a bright green platform against a green background.
A bottle of Tom Ford Ombre Leather perfume on a bright yellow-green surface against a background with green and blue sections.
A small black coffee machine with a brand label 'KRUPS' on it, placed on a green surface against a background with blue and green sections. An orange coffee mug is positioned underneath the dispenser of the coffee machine.
Pair of white athletic shoes with silver and yellow accents, displayed on a white platform against a green and blue background.
A smiling man with glasses and a beard sitting in a chair against a background divided into blue and green sections. He is wearing a beige jacket and trousers with a red shirt underneath.