Campaign
Shot through intimate interactions between mother and child, the campaign balanced warmth and softness with LIEWOOD’s distinctly Scandinavian aesthetic. Honest moments and natural product integration created a visual narrative that felt both aspirational and relatable, bringing an emotional dimension to a collection rooted in the rituals and needs of everyday family life.
Impact
The campaign helped shape the visual expression of ESSENTIALS, one of LIEWOOD’s core commercial pillars and an ongoing programme of timeless products designed to perform year after year. By bringing a more intimate, emotionally driven approach to the category, the work connected everyday product functionality with a warmer expression of family life across brand and digital touchpoints.
Role
Campaign Development - Creative Oversight - Art Direction - Casting Direction - Location Scouting
From concept through execution, I led the development of the campaign, shaping its creative direction, visual language and storytelling across all touchpoints.
