Seasonal Campaign Creative Direction

A complex, multi-channel campaign with a light, energising visual tone.

AGENCY: SUNDAY
CLIENT: JOHN LEWIS
PHOTOGRAPHY: SAM ROBINSON

As Art Director at Sunday, I led the creative direction for John Lewis’ Spring Fitness & Wellness campaign, developing the overarching concept across in-store, windows, digital, advertising and an editorial-led lookbook.

Working as part of a small creative team, I was responsible for setting the topline idea and overseeing the design and production of the campaign imagery. This included casting, location selection, team curation and on-set art direction, ensuring a consistent visual language across all touchpoints.

I presented creative concepts directly to senior stakeholders at John Lewis, securing sign-off alongside the Editor, and managed budgets and timelines to ensure delivery aligned with both brand standards and commercial requirements.