Editorial Pitch & Concept Development for Christmas Gift Guide

Shaping a fresh editorial concept aligned to seasonal ATL creative and brand guidelines.

AGENCY: AXON LONDON
CLIENT: JOHN LEWIS

I worked with the pitch team at Axon London to develop a suite of editorial concepts and moodboards that secured the John Lewis gift guide business. Responding to the season’s existing in-store ATL creative, I collaborated with an Editor to shape a fresh, contemporary companion piece that felt both dynamic and considered.

The brief called for a sense of luxury and decadence, balanced carefully within John Lewis’ established brand guidelines. The work pushed the creative direction forward while remaining grounded in the retailer’s core visual language.

The successful pitch led to a long-term working relationship between Axon and John Lewis, retained for many years after.