BELSTAFF 100 YEARS

As Senior Art and Design Director for the brand’s 100-Year Anniversary Campaign, I led the Creative Direction across multiple touchpoints throughout the month-long celebration. My role encompassed overseeing campaign video direction and shaping the social strategy and art direction across Instagram and TikTok. Additionally, I played a key role in creatively documenting the launch of the brand’s commemorative coffee table book, ensuring a cohesive and visually compelling narrative across all platforms.

The hero campaign, featuring stills and dynamic videos, paid tribute to the brand’s community and legacy, defined by independent spirits. It spotlighted the stories and voices that have shaped the brand’s identity, bringing its heritage and cultural impact to life.

FLAGSHIP STORE CONCEPT

I was also tasked with creating a compelling concept for the flagship store on Regent Street. Building on the visual elements we had crafted for the campaign, I aimed to deliver a display that went beyond the traditional window design - something bold, visually captivating and celebratory. Leveraging the vibrant orange palette integral to the 100 year theme, I made it the focal point by executing a striking, full-bleed window vinyl wrap that would stand out amongst the noise of central London, playfully celebrating the brand’s legacy.

WORK IN PROGRESS

Even after 100 years of design heritage, the Belstaff brand sees itself as a work in progress and always continuously evolving. With this brand ethos in mind, I designed a lightbox sculpture that played on the WIP theme through the use of construction work materials. The lightbox sculpture itself became the centre piece of the window display at the Regent Street flagship store and was also replicated for other Belstaff store windows across the UK.

our first 100 years book

I was responsible for creating high-quality e-commerce imagery for the brand’s first-ever coffee table book, ensuring it stood out online while showcasing its exceptional quality and compelling content. This book is a journey of discovery, tracing the brand’s roots in full for the very first time. Within its pages are never-before-seen photographs, rare archival pieces, and exclusive interviews with icons like motorcycle legend Sammy Miller MBE and renowned mountaineer Sir Chris Bonington.

SOCIAL CONTENT

As part of the campaign, my team and I were tasked with developing a month-long social media rollout. We brainstormed a range of social-first ideas to celebrate 100 years in fun and engaging ways. Some standout examples included a custom-made cake for TikTok, a bespoke inflatable birthday phoenix balloon for Instagram, and a tailored scavenger hunt to drive interaction and footfall into the store.

3D TEASER

To build anticipation for the scavenger hunt, we created a playful animated teaser for Instagram, designed to engage customers and generate buzz. The goal was not only to spark excitement but also to drive foot traffic to the store, where the prizes were collected. We collaborated with Berlin-based animation studio Sucuk & Bratwurst who brought the concept to life. I envisioned a dynamic 3D phoenix escaping from the Regent Street store and bouncing into the distance - perfectly aligning with the campaign’s message: Find The Phoenix.

BIRTHDAY CELEBRATION

For the brand’s TikTok channel, we aimed to create playful, engaging content to celebrate its 100th anniversary in a fun and memorable way. Given the campaign’s distinctive color palette, we decided to design a custom, personalized cake and film the entire creation process, bringing the brand’s milestone to life in a visually captivating way.