SCAFELL SS24 campaign
For Belstaff’s SS24 campaign I was tasked to create a distinctly British feeling campaign, paying homage to the brand’s heritage and the inspiration behind key seasonal pieces. The concept centered around a journey through the heart of the British Isles, traveling through various landscapes and weather conditions, ultimately arriving at Scafell—a location that influenced the SS24 collection. Unique personalities were beautifully captured throughout the journey, blending a sense of nostalgia with a bold, contemporary edge through the photographic style. The campaign seamlessly intertwined everyday life with the spirit of modern Britain, evoking both authenticity and a comforting sense of familiarity.
VISUAL DIRECTION
Shot from an observational perspective, the goal was to capture iconic British scenes as our cast embarked on a road trip around Scafell. Over two days, we filmed in three different locations to authentically portray the essence of a genuine journey, all viewed through a modern lens. The cast included three models, portrayed as close friends, alongside three locals who wore a mix of new season pieces and archival Belstaff jackets. The campaign was shot on film by Samuel Bradley, adding to the raw, unfiltered aesthetic that was key to the campaign’s vision.
CAMPAIGN VIDEO
The hero video, a 40-second mood film, perfectly encapsulated the spirit of the British Scafell road trip. Serving as a teaser for the broader campaign, the video was prominently featured on the brand's homepage and social channels. Rather than relying on a lengthy, whimsical narrative, the focus was on creating a dynamic, fast-paced montage. Through playful and observational storytelling, the video offered brief yet captivating glimpses of the journey.
STILL LIFE IMAGERY
I wanted the still-life shots to spotlight the brand’s roots and align seamlessly with the campaign’s overarching visual narrative. One of the standout prints for the season was the Stoke-on-Trent map design, featured on a bucket hat and a unisex jacket. I wanted to ensure these pieces were captured in a way that truly highlighted the story behind them.
Senior Art Director: Jodie Morgan
Brand Director: Jodie Harrison
Photographer: Samuel Bradley
Director: Peter Bishop
Stylist: Elizabeth Fraser-Bell
HMU: Julia Wren
Production: Belstaff