#003 - Collection “inner storm”
Creative & Digital Campaign Direction for High Fashion brand s-d-c-a
MY ROLE:
CREATIVE DIRECTION
DIGITAL CAMPAIGN DIRECTION
CONTENT DIRECTION
SOCIAL MEDIA & DIGITAL STRATEGY
SOCIAL & DIGITAL VISUAL IDENTITY
QR-LED ACTIVATION CONCEPT
PLATFORM-SPECIFIC CONTENT ADAPTATION
COLOUR PALETTE & MATERIAL CONCEPT
PRINTED MEDIA
OUTDOOR & OOH COMMUNICATION
VIDEO DIRECTION
CREATIVE DIRECTION
DIGITAL CAMPAIGN DIRECTION
CONTENT DIRECTION
SOCIAL MEDIA & DIGITAL STRATEGY
SOCIAL & DIGITAL VISUAL IDENTITY
QR-LED ACTIVATION CONCEPT
PLATFORM-SPECIFIC CONTENT ADAPTATION
COLOUR PALETTE & MATERIAL CONCEPT
PRINTED MEDIA
OUTDOOR & OOH COMMUNICATION
VIDEO DIRECTION
DESCRIPTION
For s-d-c-a’s collection #003 — “Inner Storm”, I led the creative and digital direction of the campaign, shaping a cohesive visual language across social, digital, and physical platforms.
Collaborating with the designer, photographers, copywriter and production team behind s-d-c-a, I transformed raw content into a fully articulated campaign universe — crafting moving image pieces, layered collages, and narrative-driven visuals that embodied the collection’s emotional core. Inspired by the instability and beauty of a British autumn day, the campaign explored contrasts between calm and chaos, light and darkness, permanence and change.
My role spanned from strategic to tactile: defining the social media and digital strategy, building a distinctive visual identity, and translating it into multi-format outputs including video campaigns, printed matter, and outdoor (OOH) communication. I also played a key role in launching the campaign and developing teaser content in the lead-up to London Fashion Week, positioning s-d-c-a within a broader cultural and industry context.
For s-d-c-a’s collection #003 — “Inner Storm”, I led the creative and digital direction of the campaign, shaping a cohesive visual language across social, digital, and physical platforms.
Collaborating with the designer, photographers, copywriter and production team behind s-d-c-a, I transformed raw content into a fully articulated campaign universe — crafting moving image pieces, layered collages, and narrative-driven visuals that embodied the collection’s emotional core. Inspired by the instability and beauty of a British autumn day, the campaign explored contrasts between calm and chaos, light and darkness, permanence and change.
My role spanned from strategic to tactile: defining the social media and digital strategy, building a distinctive visual identity, and translating it into multi-format outputs including video campaigns, printed matter, and outdoor (OOH) communication. I also played a key role in launching the campaign and developing teaser content in the lead-up to London Fashion Week, positioning s-d-c-a within a broader cultural and industry context.
For the launch of a new s-d-c-a collection, I developed a street-led teaser campaign designed to turn physical discovery into digital conversion. Masked members of the team placed fragment posters across fashion- and culture-heavy areas of Central London, each featuring a QR code that unlocked exclusive early access to the collection before public release. The campaign was designed to build anticipation, reward curiosity, and create organic buzz both in the streets and online. A second layer invited people to photograph the posters, share them on social, and tag the brand to enter a giveaway — turning the activation into a social amplification tool that drove new followers, pre-orders, and community engagement.
STRATEGY
One of the key objectives of the campaign was to intentionally promote individual pieces from the collection through Instagram, driving awareness and sales within a pre-order model. As s-d-c-a operates as a low-waste, ecologically conscious label, the collection was not mass-produced; each garment was handmade with a strong emphasis on craftsmanship and longevity. The content strategy focused on highlighting the material quality and construction of each piece, while reconnecting it to the wider narrative of the collection — rooted in nature, transformation, and the beauty of impermanence.
I directed and developed the lookbook shoot as a hybrid output serving both editorial and commercial purposes, generating still imagery for digital platforms, the website, and external partners, while supporting overall sales. Building on this material, I created a “360” view of each garment through post-production — structuring every post as a layered narrative. Each asset combined an editorial still, a 360 video of the model wearing the piece, close-up footage highlighting unique details and quality finishes, and a short extract from the campaign film. This approach ensured that every garment was experienced holistically, reinforcing its craftsmanship while reconnecting it to the overarching concept — an idea that lives and breathes through each piece in the collection for s-d-c-a.
Following in-depth market research, I identified key locations across London where the brand’s core audience — rooted in alternative and culturally engaged communities — naturally congregates. Based on these insights, I strategically selected high-impact sites for outdoor placements, including Camden Town, King’s Cross, Shoreditch, Whitechapel, Highbury & Islington, and Paddington, alongside other destinations popular with alternative shoppers.
Across these locations, I crafted a series of simple yet visually striking billboards, designed to cut through the urban landscape while maintaining the raw, expressive identity of s-d-c-a.
The result was an immersive and fluid campaign that mirrored the collection’s ethos — seasonless, emotionally charged, and grounded in the tension between unpredictability and balance.
Across these locations, I crafted a series of simple yet visually striking billboards, designed to cut through the urban landscape while maintaining the raw, expressive identity of s-d-c-a.
The result was an immersive and fluid campaign that mirrored the collection’s ethos — seasonless, emotionally charged, and grounded in the tension between unpredictability and balance.
s-d-c-a post example: Behind the scenes of Collection #003 — my analogue collage exploring the craftsmanship behind the String Sweater, accompanied by still and moving image fragments that reveal the process, texture, and making of the garment.
#003 teasing and launch
Camden Town Location
I streamlined and optimised the social media ecosystem by introducing a structured Instagram Highlights system. This included a dedicated FAQ section addressing key topics such as pre-orders, pop-ups, fittings, and craftsmanship, alongside a series of short-form videos revealing the story behind the collection’s creation. I also developed a user-generated content highlight, showcasing the s-d-c-a community wearing the garments. To further engage the audience, selected contributors were rewarded monthly with small gifts redeemable on future orders, strengthening brand loyalty and participation.
Design for higlights on the profile - each highlight represents a collection, BTS or fan generated content (#wearingsdca)