Lingerie & sleepwear

Role: Lingerie & sleepwear art director
Client: Farmers Department Store

Art direction | set design | graphic design

From ideation and rationale to development and production, I was responsible for devising national retail marketing campaigns for lingerie & sleepwear at Farmers Department Stores. When shooting in studio, I designed practical, sophisticated sets tailored to specific themes, giving the impression of a vibrant location shoot while meeting budgetary constraints. These hero images were used to launch the new season collection for international and domestic lingerie fashion brands, integrated across all stores nationwide, for in-store point of sale, digital and social. Seven hundred thousand copies of printed catalogues spearheaded the launch of the entire new season campaign.