Penfield SS17

Authenticity is key

When Penfield approached us asking to help them to reconnect with the youth market, for us it was a no brainer – if you're gonna do it, do it properly or don't do it at all.

Working with renowned youth culture photographer Vicky Grout and stylist Hayley McCarthy we took the SS17 Penfield collection and embodied the clear cultural references that the design team at Penfield had been inspired by. Clean tracksuits and bold colour palettes were set against a London backdrop that wasn't cliché or unreachable. If this collection was to communicate to the target audience, the images had to be empowering while also having an everyday honesty.

adidas Originals for JD Sports

Visual storytelling.

adidas Originals tasked us with creating a series of content for the JD Sports social channels. We worked closely with their PR agency John Doe to select which products should be selected each season and what stories should be told through the images – from Back To School to Summer Refreshment to referencing the historical past of specific sneakers.

The images proved a huge success, becoming some of the most liked content on the JD Sports Instagram account.