CREATIVE DIRECTOR (ART) – UK & EU BASED, AVAILABLE GLOBALLY
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BEYOND THE VINES
CREATIVE DIRECTION
Beyond The Vines approached this campaign as a high-impact restock moment for two of its top-selling products. The goal was to reignite excitement around familiar icons by crafting a bold, socially-driven campaign that resonated with the brand’s growing digital audience.
The creative direction was intentionally open—allowing space to explore environments and narratives that celebrated the brand’s vibrant spirit. Working across lookbooks and social-first content, the concept focused on visual storytelling that mirrored the brand’s accessibility and sense of play.
Art Direction
Creative Ideation
Production Oversight
INSIDE THE PROCESS
Drawing inspiration from the everyday energy of Singapore—where colour, texture, and bold simplicity coexist in daily life. I wanted to echo that through sets that felt familiar yet elevated: casual domestic moments layered with unexpected textures, tonal palettes, and graphic pops that brought the products into focus.
My role spanned from concept ideation to talent briefing and production oversight, working closely with founders and internal teams to ensure the campaign remained both creatively ambitious and true to the brand’s grounded ethos. Everything from styling to set design was chosen to reflect the idea that great design can be joyful, functional, and effortlessly woven into the everyday.