Following the momentum of Lee Made to Last, Essentials focused on a capsule of unisex, elevated basics designed for everyday wear. The creative approach retained the stripped-back, refined studio style established in Made to Last, emphasising quality and versatility through simple, modern design. I was responsible for the creative delivery of the campaign from pre-production through to rollout, setting the art direction, shaping the visual approach and signing off creative and final assets across channels. This ensured consistency with Lee’s evolving visual language, while allowing product quality and fit to take centre stage.

Following the momentum of Lee Made to Last, Essentials focused on a capsule of unisex, elevated basics designed for everyday wear. The creative approach retained the stripped-back, refined studio style established in Made to Last, emphasising quality and versatility through simple, modern design. I was responsible for the creative delivery of the campaign from pre-production through to rollout, setting the art direction, shaping the visual approach and signing off creative and final assets across channels. This ensured consistency with Lee’s evolving visual language, while allowing product quality and fit to take centre stage.