BURTON UK / ARCADIA GROUP
Digital stories: Visualising concepts, creating editorial photography and design
Art direction / Editorial design
BURTON MENSWEAR / ARCADIAGROUP
To cover trends and stories that would feature only in digital channels we created additional imagery and editorial content. The ecommerce “inspire me” pages were revamped. With the new website launch we were able to design new layouts with more flexibility and interactive features and, therefore, new ways to narrate the stories.
the concept
For the Burton SS18 digital campaign we combined three seasonal digital stories in one photoshoot. The story hook was returning to a situation; this could be returning to school, to work or to the short nights of winter.
my participation
I was responsible for creating the visual concept, art directing the photo-shoots, selecting the model, location and team, managing the final assets, designing the editorial pages for the website.
the team
Managing a team of various stakeholders; the production team, models, photographers, make up artists, stylists to name a few.
These three seasonal stories were all shot in different parts of the Barbican. The campaign was running from May to September and performed very well across all digital channels.
A similar approach was used for the Spring stories, the story hook being waiting for something to happen; the anticipation before the prom, the races or travelling. These photo stories were equally well received and had a successful coverage across all digital channels and press.
