Role: Creative Director
Client: Ray-Ban X New-Wave Magazine
Year: 2024
I co-directed the creative for Ray-Ban’s Pulse collection launch, developing a campaign that connected the brand to the UK’s underground music scene through a collaboration with Homebass. Known for their guerrilla-style raves, Homebass brought the raw energy, while we shaped the visual and narrative world the collection would live in.
My role spanned from concept development to casting, production design, and on-set direction. I helped define the look and feel of the campaign, making sure the styling, performances, and locations reflected the spontaneity and edge of the community we were representing. The launch started in Bristol with an intimate rave at Clifton Observatory, and culminated at Hackney Bridge in London with a high-energy lineup including Kilimanjaro, BXKS, Ayrtn, Ashbeck and Nico B.
We also built out a series of short-form content pieces for social, capturing the collection in motion through stylised, playful vignettes. I led on the creative direction of these scenes, working with a team to script and shoot moments that felt both cinematic and grounded. Young people navigating everyday chaos, connection, and individuality, all through the lens of the Pulse collection.
This project was about creating a world that felt real and fun. Taking place within the context of music, fashion, and identity. Please take a look at the story linked below.
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