BRITANNIA CAPSULE LAUNCH

I was tasked with the creative direction for the launch of the Belstaff x Britannia Limited Edition Capsule, developed in collaboration with the INEOS Britannia sailing team for the 37th America’s Cup. My responsibilities included the full end-to-end art direction of the campaign, including a homepage takeover and a comprehensive social media rollout.

For the shoot’s art direction, I aimed to capture the capsule’s graphic and functional design elements. Cropped shots highlighted the intricate details, such as innovative fabric technologies and custom trims, while wider shots reimagined iconic Belstaff silhouettes with a fresh, modern perspective. The set design subtly nodded to the aesthetics of a sailing boat, balancing a graphical reference without becoming overly literal.

The video incorporated ASMR-inspired sound design to emphasise the tactile qualities of the new fabrications, creating an immersive sensory experience. Adding water elements further accentuated the unique technical attributes of the collection, bringing its functionality and innovation to life.