Art & creative Direction


During a live project with Boots and in a team of six, we were required to create a comms strategy and fashion film designed to engage the consumer of WAH London while taking inspiration from a film which has influenced fashion, in our case this was Desperately Seeking Susan.


After analysing key insights of research regarding WAH London and its relationship with Boots, we decided to promote WAH London’s ‘Going Global’ status, which WAH founder, Sharmadean Reid expressed as her aspiration for the brand in an interview with i-D in 2014.


For the fashion film, we decided to adopt the emerging trend of ‘Digital Distortion’, channelling the contemporary devotion to the hyper-real as associated with the WAH consumer. The Desperately Seeking Susan references arrive within styling, attitude, colour palette and the VHS prop. Three VHS televisions were used which showed three separate films, edited strategically by myself and one other, to both contrast and mirror the further televisions in shot. These three films were then collated into a fourth, once we had filmed the three televisions in perfect timing. 

Client / 

Boots X WAH London

Role / 

Art/Creative Direction

Film Editing


Idea Generation​​



Programs used /

Adobe InDesign

Adobe Photoshop

Adobe Premiere Pro​

Year /