While in-house at Ted, I led the creative direction for the brand's hugely successful launch into the audio category. Inspired by the hypnotic sound of the 'Shipping Forecast', we created the backstory and positioning for the collection, naming each product after one of these mysterious seascapes surrounding Blighty. We also created the packaging's distinctive artwork and all launch assets – instore and online.
SEASONAL / EYEWEAR CAMPAIGNS
While at Ted, Mike was responsible for refreshing the lookbook approach by instilling a more connected, coherent and consistent brand experience across all touch points to create dynamic stories and campaigns in store, online and at events. Mike was also responsible for the creative direction on global eyewear projects, setting aside the classic ‘moody model in thoughtful pose’ for a memorable series of campaigns, working with a variety of distinctive illustrators and photographers.