Shot during a UK winter when location shoots weren't viable, I created a beach-inspired studio environment through considered set dressing & prop sourcing. "Summer Suited", our SS25 Campaign, conjures the spirit of a British seaside postcard; warm, nostalgic, and quietly tongue-in-cheek. I led every stage from storyboard to final shot, and designed the campaign typography, colour palette, and look and feel for rollout across web, email, and social.
A location shoot for Dobell's Tweed & Heritage AW collection, set in a local Eastbourne fish and chip shop. I led the art direction and production, using the location's natural character to create imagery that felt lived-in and local. The result sold not just the clothes, but the mood of the collection.
A location shoot for Dobell's AW and Party Season collections, set in Eastbourne's real Hippodrome Theatre. The concept "Bourne for the Stage " was a playful nod to Dobell's strapline Bourne to Feel Good and its tongue-in-cheek relationship with its Eastbourne roots. From the rope room to the dressing room to the auditorium itself, each setting gave the clothes a different context and mood. I led the art direction, location scouting, and production, with casting and setting choices that let the clothes take centre stage without the shoot taking itself too seriously.
A series of in-house studio shoots for Dobell's occasionwear and suiting ranges. I was responsible for the casting, styling, prop sourcing, set dressing, and art direction on the day. The warm, neutral palette and considered prop work e.g. vintage books, dried florals and our accessories were designed to ground the clothing in a relaxed, confident world rather than a purely commercial one.
A location shoot for Airbox Sampling Products, taken on active asbestos surveying sites. The brief was to show professionals looking confident and empowered by their equipment, grounding the brand's strapline, Built For Your Environment, in the real environments the product is designed for.
A studio campaign for Dobell's AW25 collection, pieces designed for the changing landscape of men's workwear, built for layering and flexible styling across different office tones. The concept was simple: an office, stripped back and done well. I led the art direction, casting, and production, keeping the set minimal and the energy light. The imagery rolled out across social, paid, and email, with headlines like Work Days Worth Dressing For carrying the campaign's tone across every touchpoint.
For Black Friday 2025 I built a single visual and narrative framework that ran consistently across site, email, paid social, and PMAX, from early access through to last chance. A modular component kit built in Figma meant every asset; banner, email, ad, pop-up, felt like part of the same story as the offer states updated in real time.
I also designed and coordinated the early access email sign-up pop-up with our marketer, working with the dev team to get it live ahead of the campaign; a small product design moment that strengthened the top of the funnel before the sale even launched.
A location shoot at Eastbourne's Grand Hotel, built around Dobell's core suiting range. Rather than shooting for a single campaign, the concept was deliberately broad to span business, evening, white tie, and wedding guest contexts. This created a flexible asset library that could work across multiple campaigns and categories for years to come.