Client: Flannels, MOX
Role: Creative (consulting, strategy and research)
Date: Summer 2022
Photography: Maciek Pożoga
DOP: Arthur Loveday
Stylist: Marika-Ella Ames
Makeup Artist: Thomasin Waite
Hair: Issac Poleon
A Northern summer is never just sun and leisure. It’s long evenings stretched thin with possibility, small landmarks made mythic, the ordinary tipped toward spectacle. Summering Up North leaned into that tension. The irony and fantasy pressed against the everyday. Finding magic in the mundane.
As creative consultant, I helped shaped the research and direction, feeding lived textures of the North and Midlands into the campaign’s frames. The familiars: bus stops, fields, corner shops — became set pieces. The mundane was allowed to misbehave, reframed as luxury with a wink.
Playing with iconic landmarks and everyday summer moments, New Luxury came to life in a Northern Oasis full of fantastic irony and mischievous irreverence.
