summer in the city

creative / art direction / styling

brand: missguided

brief: create a first look at the upcoming summer collection, prioritising its release ahead of the traditional holiday shop push. creation of assets across web, social including category product callouts. 

output: transforming conventional holiday promotion by recontextulisating clothes within a city environment, mirroring the lifestyle of target customer. top level campaign, ‘summer in the city’ offers a preview to high summer collections with imagery adopting a less polished aesthetic with a low-fi approach.