Over the past two decades I have been fortunate to work with some of the most successful and influential brands in the world, and with clients and people that continuously inspire and keep pushing me forward. In Reflections I look back at time well spent.

REFLECTIONS #004 – BODEN

A Snow Covered Summer's Day in Richmond

It was a hot August day on Richmond Green and hundreds of happy sun worshipers were sprawled on the grass behind me, basking in 30 degree heat and feasting on ice cream. God knows what they made of the Georgian streetscape before them – which we had lovingly styled for Christmas in deep drifts of artificial snow (of the bio-degradable kind, of course). As brands begin planning for the autumn season – and the commercial juggernaut that is Christmas – I’m reminiscing about my time at Boden and one of my favourite campaigns.

Boden is one of the most iconic British fashion brands of recent decades and I have always admired its clarity and conviction. So when I was asked to lead its talented and ambitious in-house team, and given the opportunity to work with the brilliant Johnnie Boden, I was absolutely delighted. He needed help with creative direction and charged me with delivering a more consistent brand experience that better represented the brand’s values and his vision, particularly in digital.

Christmas at Boden, as with so many other brands, is a very big deal. Over the summer months of 2019 we did close to 90 shoot days. All produced, art directed, written and designed by the in-house team. It took a lot of hard work, but we soon moved the brand back into its heartland. While I have many fond memories from my spell at Boden, that day in Richmond really stands out.

A simple idea scribbled on a sheet of A4 became a finished film in just over a week. Our brief: to bring Christmas to life with its multitude of emotions in just 30 seconds. In the scorching heat, with the soundtrack of the Boden Staff Choir lifting our festive spirits, and a rosy-cheeked cast and crew of close to a hundred – ranging from an adorable 4 year-old girl to a dapper 95 year-old Chelsea Pensioner – I think we managed to capture the joy of Boden and bottle it in digital form.■

REFLECTIONS was first published on LinkedIn