A large part of my role at Live & Breathe was being responsible for the Art Direction of NUTMEG, a children’s clothing brand from Morrisons. Each season began with a photoshoot which then dictated how all the in-store POS and OOH communications looked for the next few months. The shoot for SS15 was one of my favourites.
Being summer the Art Direction took its lead from kids being outside playing – whether on holiday or with their families in the park. Mega letters created from the brands logo encouraged the kids to interact with them in a natural way, climbing, jumping and hiding behind them to create a bold and colourful campaign.
These are just a selection of the shots taken by the brilliant Dan Scudamore. The images really capture the playful nature of the brand and shows kids being themselves – they also looked incredible in-store.