CREATIVE DIRECTOR (ART) – UK & EU BASED, AVAILABLE GLOBALLY
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SOFAS & STUFF
CAMPAIGN ART DIRECTION
A Christmas campaign that honours individuality, memory, and meaning in interior spaces.
For Sofas & Stuff’s festive season, I helped develop the creative concept and led the art direction for “Uncommon Threads” — a campaign celebrating the personality and stories woven into the spaces we call home.
From multi-generational keepsakes to idiosyncratic tastes, the campaign spotlighted three collaborators — Rohan & Lou, Greta, and Milli — whose homes reflect deeply personal narratives. Framed around the belief that "every detail we choose tells a story," the work aimed to position Sofas & Stuff as a brand that embraces character and champions those who live beyond trends.
The campaign rolled out across film, stills, and digital platforms, with an identity rooted in authenticity, warmth, and elevated storytelling.
Art Direction
Production Oversight
Design Development
Photography by
Sarah Weal
Directed by
Alexander Beer
@ Not Actual Size
INSIDE THE PROCESS
The concept began with a simple yet powerful insight: interiors are most compelling when they reflect the people who inhabit them. The creative approach sought to translate this into a visual world that was intimate, candid, and rich in texture — where every frame felt like a glimpse into someone’s personal archive.
Working closely with the internal team and collaborators, I helped shape a direction that embraced the quiet rituals of the home during the holidays. From candlelit corners to family heirlooms and layered textiles, each scene was designed to feel tactile and lived-in.
