F&F SS17

I was the Creative Director on this campaign for F&F (aka Tesco clothes). One of the biggest barriers for F&F was its supermarket location. While most supermarket fashion brands ignore the connection, we wanted to embrace it. We wanted to show that a trip to Tesco isn't just about picking up groceries, it's an opportunity to bag yourself a new outfit. The grocery list is just a ruse.

We created an integrated campaign and applied an aesthetic across all platforms for women, mens and kidswear, which ultimately elevated the brand.