JD WILLIAMS – ‘COMPLIMENTS’
Role: Creative Direction
JD Williams is a brand for women aged 45 – 60, under-represented in fashion and media. We featured them doing that ‘thing’ that women do, rejecting a compliment. The Autumn and Christmas campaign included a toolkit of TV, digital and print media.
JD WILLIAMS – ‘I AM’ BRAND RE-LAUNCH CAMPAIGN
Role: Creative Direction
JDW had the baggage of an old catalogue brand. They needed a platform that would face the future for women aged 45 – 60 who had been ignored by fashion and media. The answer was in the logo – ‘I AM’. It gave a voice to women who were expected to fade away.
Our concepts showed how bold and powerful ‘I AM’ could be.
This film is the campaign backstory. How we cast real women and models all within our age group, all of different shapes and sizes.
We then kicked off a season of insights and empowering fashion for 45-60 year old women.
