A live brief from Fenwick, given to me during my time at university. The insight was a good one: most of their footfall wasn't shoppers, it was people cutting through the store as a shortcut to the rest of Newcastle town centre. Rather than fighting that, the challenge was to work with it, turn a walkway into a reason to linger, and get people actually spending time in the store instead of just passing through it.

Find Your People became my answer. I built the whole pitch solo: research, event plans, a social rollout strategy, a press release, even a sample news article written from scratch, the full package you'd present to a brand, not just a moodboard and a prayer. Then I put my styling hat back on, alongside director and videographer, for a short film to bring the concept to life.

The film follows three friends enjoying a sunny day out in Newcastle, dressed in pieces from brands Fenwick actually stocks, Ganni, Adidas, Calvin Klein, styled casual and wearable rather than shot like an untouchable campaign image. Fenwick's got a bit of a reputation for being stuffy, a bit "not for me," and the styling was there to quietly argue otherwise: this is stuff you'd genuinely wear on a normal day out with your mates.

We shot it around the city, Quayside, the bridges, Monument, all the spots where Geordies love to go for a stroll, because Fenwick isn't just for one type of shopper and the film shouldn't pretend it is.