As Creative
Director and brand
consultant at Boden,
I was tasked with
conceptualising
and developing a
launch advertising
campaign. This was
to be the brand’s
first ever advertising
campaign featuring
their forthcoming
Autumn / Winter
women’s collection.
Working closely
with the brands
senior management,
I developed a
creative strategy,
brand position
and wrote a brief
around the primary
objectives of
cementing Boden’s
reputation as
an iconic British
fashion brand, whilst
appealing to a new,
more fashion savvy
customer base.
It was important to
us not to loose the
brand’s light-hearted,
accessibility while
at the same time
dialling up the
fashion credentials.
Ultimately delivering
a sexier, more
sophisticated
look, that is
both aspirational
and confident.
The art direction
and styling brief
was “Modern
British Heritage.”
The Royal Festival
Hall in London
was chosen as the
perfect back drop to
showcase Boden’s
new fashion forward
Autumn /Winter range.
The photographer,
Gemma Booth, was
chosen specifically
for her reputation
of consistently
delivering classic,
contemporary
images with a
unique aesthetic
that is accessible,
sophisticated and
both modern
and compelling.
All images photographed by Gemma Booth on location at the Royal Festival Hall London.
The campaign
consisted of print,
featuring single and
double pages in
women’s glossies
and weekend
newspaper
supplements.
The images also
featured in a digital
campaign across
social media, e-mail
and e-comm.
And finally a short
film, shot on
location, supports
the campaign on the
Boden website
home page.
Short film directed by Richard Midgley on location at the Royal Festival Hall London.