From meditation apps to tech-yoga pants, anxiety podcasts to organic face masks, I work with a number of high profile brands to enhance people’s lives all over the world.
I’m lucky to say that wellness is now at the heart of many of my mainstream brand work. Whether it’s Gucci exploring more meaningful accessories for younger audiences, or a leading bank wanting to create a more mindful approach to money and lifestyle, wellbeing is no longer just for active wear, health food, gyms or spas – but an essential part of brand strategy. Not just to tap into the Trillion Dollar ‘feel good’ industry, but to create things that matter and last with purpose, in a more conscious, caring world.
“From 24ct gold-plated facials, to eco-friendly spa products, working for beauty brands has been a transformational journey across the globe”
As much as I love working for clients like Mac, Pond’s, Dior and Givenchy, I’ve been helping a new wave of vegan, organic, and ethically-created beauty products take up much-deserved space for the wellbeing market. And although ‘going eco’ or ‘kind to animals’ will be slow to penetrate every part of the market, it’s been rewarding to work with more conscious brands, who are paving the way for a more caring world.
Whether I’m creating social posts, film scripts, campaign ideas or shows, working in the fashion space is also one of the most exciting things I do. Even better now that sustainability is sexy, and luxury fashion brands like Stella McCartney are paving the way for a new world ahead.