Morven

Morven's autumn range is built around one coat, and the brief said so plainly: the coat had to be the loudest thing in every frame. We cast a model who could stand still in it for a long time and built the set around texture.

The set

A tiled wall gave the frame a pattern without adding colour to compete with the pink. One hard light from the left raked across the fur so every strand held its own shadow. We placed the model in the right half of the frame on the campaign set-ups, leaving room on the left for the copy line.

The rest of the day

After lunch the crew rolled out grey paper for the product frames the online shop needed, shot to the label's existing crops. Capture ran tethered, so Morven's team approved each look on the screen before we moved on.

The graded campaign set went over within three days, and the shop frames followed the next week, cut to size.