— The Brief

A cornerstone of the British fashion industry since 1983, the British Fashion Council plays a central role in fostering new design talent. In 2020, BFC partnered with TikTok to create the NEWGEN initiative. NEWGEN supports outstanding emerging designers by promoting their work and offering financial and mentoring opportunities. 

I was asked to assist with the launch of the NEWGEN TikTok page. This involved designing a 12-month content creation strategy offering a platform for the designers to showcase their work, generate awareness of their brand and promote the NEWGEN initiative.

— Digital Strategy
— Creative Direction  

— Producing and Directing a Large Video Shoot

Agency: Be-Hookd Digital
Director & Producer: Jamie Wallace & Bella Webber
Videography: Jack Smith, Rushil Choudhary, Harris Alvi, Joss Wild, Matthew Hurley

Involved from day one, I worked up key ideas for the pitch, secured these concepts and strategised their rollout. With creative overview of the project, I conceived a high-quality campaign that reflected the discerning standard of the initiative. 

This process culminated in a single-day shoot involving the 14 NEWGEN designers. I worked closely with the production team and BFC on the shoot prep to make sure it ran smoothly. Directing the shoot, I wanted to communicate the individual personality and design philosophy of each designer, while also reflecting the NEWGEN branding across all videos. This meant I had to quickly build relationships with and gain the trust of the designers to reassure them that their brand and creative vision were in safe hands. 

As a result, we recorded enough high-quality video to generate a year’s worth of content.