I had the opportunity to art direct an exciting creative collaboration between Jameson and the retro sportswear brand Admiral to promote a limited-edition tracksuit.

The brief was open-ended, as the project had a relatively low budget. Jameson wanted to feature professional footballer and brand ambassador Kyle Jameson, along with a few of his friends, capturing a retro vibe with subtle holiday hints.

Given the project's flexibility, I guided the creative approach toward some unorthodox shots, like cloning the subject multiple times and using wide-angle angles to make a small dog appear large and intimidating. We chose an old manor house as the setting, believing its historical character would contrast nicely with the young, edgy aesthetic of the shoot.

In addition to the still photography, I created a teaser video for social media to build anticipation for the release. I captured behind-the-scenes content and edited it into a short, fast-paced teaser video.

The shoot was a resounding success. It performed very well online, and the teams involved were highly impressed with the outcome.

Photographer: Jude Watkinson
Brand Manager: Kevin O’Neill
Art Director: Alex England
Art Director: Rory Hunter
Social Media Manager: Emily Carr
Producer: Shaz Hirani
Lighting Assist: Alex Wilson
Talent: Kyle Jameson