World of Style SS 2023

Role: Executive Producer

Scope
Client Management | Production Strategy | Art Direction Oversight | Conflict Resolution | On-Set Leadership

Formats Delivered
Fashion Film and Editorial | Behind-the-Scenes Film | TV Spot | Cinema Spot | Social Media Cutdowns

The Brief

To lead the production of World of Style — a high-gloss 360 degree camapign anchoring three high-street fashion brands — Jigsaw, Phase Eight, and Zara — in an elevated visual storytelling experience for Spring/Summer 2023. The client wanted luxury-grade production on a broadcast timeline, featuring three models, three full look changes, and a cinematic art direction brief — all delivered in a single-day shoot.


The Response:
As Executive Producer, I oversaw concept development, team assembly, scheduling, and execution — ensuring editorial sharpness and commercial elegance aligned at every level.

Execution
With a six-week pre-production runway, the campaign was built around high-stakes coordination between client-side teams, a film director, and incoming creative directors from each brand. Every element — from wardrobe approvals to casting and treatments — was precision-reviewed in advance.
On shoot day:
36-person crew

3 models

8 client-side stakeholders on set

12 full wardrobe changes

4 HMU resets

1 ten-hour window to capture every deliverable

The result was a highly orchestrated single-day shoot with cross-platform content output designed for maximum audience reach across cinema, television, and digital

Execution Highlights

Creative Vision Meets Real-World Problem Solving
In the 48 hours before shoot, the director envisioned a mirror-like floor created by laying a paper-thin silver sheet across the entire studio space. Sourcing that material to budget, securing delivery, and coordinating installation — all between 6am access and an 8am shoot call — required extreme logistical precision. I led sourcing and negotiation personally, coordinated delivery, and directed the art department through a high-speed install.

Creative Mediation at Pace
On set, the client rejected the director’s mirrored floor vision outright — a potentially shoot-derailing conflict. I managed the retraction sensitively, overseeing a full removal while assuring the client their preferences came first — and crucially, re-motivating the director to continue with creative confidence.

On-Set Leadership
With a crew of 35 and three models on-set, I steered the production through the pivot without delays — keeping morale, vision, and momentum aligned, and delivering premium footage across three lighting setups and multiple costume changes.


Results:
--Broadcast (TV + Cinema) Reach: 600k-6 million+ (depending on end-client-selected aired slots)

--Social Media Reach: 200,000+

--On-time delivery across 5 formats with zero reshoots or post delays