For the launch of Mr Jones Watches’ new T-shirt collection, I crafted a dynamic and playful campaign that embodied the brand's bold and unconventional spirit.

The concept focused on capturing the energy of urban life, and I came up with the idea of shooting underground, using the grit and vibrancy of the city as a backdrop. I planned and directed the entire shoot, selecting a diverse group of models who reflected the edgy yet approachable vibe of the brand. Using flash photography to create striking contrasts, we captured bold and eye-catching shots on the London Underground, the Overground, and in an old, vintage-style pub, which added a nostalgic yet stylish touch to the campaign. The combination of these locations brought a sense of adventure and character to the visuals, making the collection feel fresh, modern and effortlessly cool. The campaign was an incredible success, perfectly capturing the fun and bold energy of Mr Jones Watches while showcasing their new T-shirts in an exciting way. It gained significant attention across social media and digital platforms, resonating strongly with the brand’s loyal audience and attracting new fans. This project highlights my ability to develop innovative concepts that align with a brand’s identity, execute complex shoots across multiple locations, and manage every detail, from model casting to art direction, to deliver results that are both creatively engaging and commercially successful.