SCAFELL SS24
The brief for the SS24 campaign was to evoke a distinctly British feel, 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. Along the way, we captured unique communities and characters, evoking a sense of nostalgia while maintaining a raw, contemporary edge through the photographic style. The campaign blended everyday life with the essence of modern Britain, creating a sense of familiarity and authenticity.
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 captured the spirit of this British Scafell road trip. The video's function was a teaser for the rest of the campaign and was displayed on the brands homepage and social channels. Instead of a lengthy, whimsical narrative, I waned the video will be more of a pacy cut featuring brief segments of the trip through a playful, observational lens.STILL LIFE IMAGERY
I wanted the still life imagery to tell a story of the product and tie into the over all visual direction of the campaign. The collection was designed with and inspired by the brands roots which was the midlands of the UK. One of the hero prints for the season was a Stoke on trent Map print that featured on the below bucked hat as well a unisex jacket. I wanted to make sure these pieces were captured in a way that really emphasised the story behind the pieces. 
ROLLOUT PLAN
The campaign was rolled out over three months, spanning the website, social media, paid and organic channels, and featured a prominent window takeover at Belstaff’s flagship store on Regent Street.
Senior Art Director: Jodie Morgan
Brand Director: Jodie Harrison
Photographer: Samuel Bradley
Director: Peter Bishop
Stylist: Elizabeth Fraser-Bell
HMU: Julia Wren
Production: Belstaff