Joules ss25 - cape town, SA, p1.
Seeking constant summer sunshine for our SS25 campaign, we selected Cape Town as the ideal location. Against the backdrop of the city, we captured a variety of locations where four friends spent time together - drinking wine, playing croquet and enjoying the importance of connection.
I managed the full 360 production of this shoot, overseeing travel arrangements, airport transfers, EQ hire, and liaising daily with model agencies and production crews. From coordinating risk assessments across multiple locations to arranging medical support for crew when needed, every detail was carefully managed. Beyond organisation, maintaining team morale throughout the week was crucial to ensuring everyone performed at their very best. With a clear shoot schedule and my guidance, the team delivered a seamless, fluid shoot with minimal disruptions.
JOULES ss25 - cape town, sa, p2.
Returning for the height of summer, we headed to Cape Town’s wine region for Part Two of our campaign, shifting our focus to the countryside over the city. Our goal was to capture the understated elegance of summer living against the sun-drenched backdrop of the vineyards. I led a cohesive 30-person production crew through pre-production, the shoot itself and post-production, ensuring every detail was executed seamlessly.
With sustainability in mind, we prioritised electric vehicles, eco-friendly hotels, locally sourced produce for catering, and hired as many local crew members as possible. Working within a £300K budget, we delivered the campaign just under cost. Strong relationships with Gavin Schneider Production, which I personally managed, were key to achieving the results seen below.
The campaign was beautifully executed, capturing the true essence of high summer at Joules.
Joules AW25 - Scotland
I managed the full 360 delivery of this shoot, sourcing and appointing an external production team to support our location requirements. After extensive research across Scotland, we secured Innes House, a stunning stately home, where we accommodated and catered for a 35-person crew. The shoot took place both inside and outside the property, with a four-day schedule condensed into three.Across these intensive days, we delivered 20+ shots per day. I oversaw every aspect, from coordinating prop deliveries and managing the schedule, to ensuring models were with hair and makeup on time, while also handling multiple location moves. The shoot ran seamlessly, with a cohesive and highly professional team under my leadership.
JOULES AW25 - Scotland part 2
We returned to Innes House for Part 2 of our AW25 campaign, this time with a focus on Christmas. The production involved multiple location moves, including Aviemore train station, Innes House, and the nearby beach. Time was critical as we worked with artificial snow, managed a heavily packed shot plan, and coordinated a rotating crew flying in and out daily, while also catering three meals a day for 35 crew, over a seven-day period.
The week brought its challenges — from last-minute cancellations and dropouts, to our prop Range Rover breaking down en route and the unpredictability of Scottish weather. However, with a solutions-focused approach, we overcame every obstacle. The end result was a stunning set of final assets that showcase the success of a long and demanding shoot.
JOULES - Studio shoot
The aim of this shoot was to recreate the atmosphere of a location shoot within our studio space. We designed and built three distinct sets: a French bistro, a wood-panelled drawing room, and a soft, inviting hall. Colour played a central role, with carefully curated tones enhancing the vibrancy of our products. Tight, close-cropped shots further elevated the visual impact of the assets across our website and social channels.
Leading a 15-strong crew under tight timelines and budget constraints, I ensured the two-day shoot ran seamlessly. The result was a slick and efficient production, with final assets that clearly reflect the quality of execution.
