Greene King

Services:

Stylist

Industry:

Hospitality

Year:

2024

Project Overview

Greene King launched the "Where London Life Happens" campaign to celebrate the integral role its pubs play in the daily lives of Londoners. The campaign featured a hero film starring London-based poet and spoken word artist Lotte Rice, who delivered a heartfelt poem highlighting the essence of social connections and everyday moments in the city. The film followed Lotte through various London locations, culminating in a meeting at a Greene King pub, emphasizing the pub as a central gathering place.

Scope of Work

Styling the Poet: Curated wardrobe selections for Lotte Rice that reflected the vibrant and diverse spirit of London, ensuring her attire resonated with the campaign's themes of connection and community.
Location-Specific Looks: Coordinated outfits to align with the various London settings featured in the film, from bustling high streets to serene riverside spots, ensuring a cohesive visual narrative.
Collaborative Efforts: Worked closely with the creative team to ensure that the styling complemented the campaign's poetic and heartfelt tone, enhancing the overall storytelling.

In this project, I focused on creating a wardrobe for Lotte Rice that embodied the dynamic and inclusive nature of London life. The selected outfits featured a mix of contemporary and classic pieces, utilising a color palette that was both vibrant and approachable. This approach aimed to reflect the diversity and warmth of the city's communities.

Each ensemble was carefully chosen to harmonise with the specific locations featured in the film. For instance, more casual and relaxed attire was selected for scenes along the riverside, while polished and structured pieces were used for urban settings. This attention to detail ensured that the styling enhanced the narrative flow and visual appeal of the campaign.

Throughout the shoot, I collaborated with the director and creative team to maintain a consistent aesthetic that aligned with the campaign's message. Adjustments were made as needed to ensure that the styling supported the storytelling, creating a seamless integration between the visual elements and the spoken word performance.

The final campaign successfully portrayed Greene King pubs as integral to London's social fabric, with the styling playing a crucial role in bringing the narrative to life. The thoughtfully curated wardrobe not only complemented the poetic elements of the film but also resonated with the target audience, reinforcing the message that Greene King pubs are where London life happens.