John Lewis Babywear Photography Campaign

Shaping an editorial campaign for John Lewis Nursery across print, digital and retail.

Agency: Sunday
Client: John Lewis
What I did: Campaign concepts, casting, shoot production and art direction, lookbook design, stakeholder presentations, budget management
Role: Art Director (Agency)

As Art Director at Sunday, I developed the overarching creative concepts for John Lewis’ regular Nursery campaign. The work extended across in-store POS, window displays, web banners and advertising, alongside an editorially inspired lookbook.

Working within a small creative team, I led the concepts, imagery and lookbook design, from casting and location scouting to assembling the shoot team and art direction on set. Alongside my Editor, I presented the creative approach to senior John Lewis stakeholders and secured sign-off. I also managed budgets and timelines, keeping the creative vision aligned with the brand and the practical demands of delivery.

Result: John Lewis Nursery won Best Brochure at the 2015 Content Marketing Awards.