I conceptualised The Fun and Bold SS23 persona from the ground up—crafting a vision of fearless self-expression, bold styling, and vibrant energy that would resonate with Tateossian’s younger, trend-driven audience. From developing the moodboards to choosing the Shoreditch location, every detail was carefully curated to reflect playfulness, individuality, and modern statement dressing.

As the Creative Director, I led the campaign’s styling, art direction, and on-set execution, ensuring that every shot captured the dynamic layering, striking textures, and expressive jewellery that define this persona. Directing a team of six, I brought my vision to life—building a bold, high-energy campaign that embodies the fearless confidence of those who wear these designs.

The result? A visually powerful and exciting campaign that pushes boundaries and embraces individuality—perfectly aligned with the bold essence of Tateossian.