PATRICIA BRIGHT X TATTILASHES
For this campaign, I led the creative vision from concept to execution, developing the ideas behind Teaser 1, Teaser 2 and the main launch film. I created the storyboards, designed and produced campaign props including the bespoke Tatti Magazine and directed the shoot on set, working closely with the wider Tatti team and videographer Tom to bring the vision to life. My role focused on shaping the narrative, visual identity and overall creative direction across all campaign video assets.
Launch Video
The main campaign film was built around the idea of transitioning Patricia from her everyday role at Tatti HQ into her "Out of Office" era. I developed the concept to begin with an office-style montage, capturing candid moments of Patricia at work while subtly teasing the campaign through details such as circled products, bundle mock-ups in the background and notes hinting at her holiday preparations.
The narrative then pivots as Patricia signs out of office, seamlessly transitioning into a vacation setting where the campaign products become her travel essentials. I directed the creative approach throughout, focusing on visual storytelling and ensuring the shift between the two worlds felt aspirational yet authentic. From planning the narrative arc and storyboard to directing the shoot alongside the wider Tatti team and videographer Tom, I led the campaign's creative direction to deliver a cohesive story that connected the product launch with Patricia's lifestyle.
youtube Video
To support the launch, I filmed and edited a long-form YouTube unboxing with Tanya, designed to showcase the full Patricia Bright Edit collection in a more detailed and educational format. The video walks viewers through each bundle, highlighting the products included while featuring try-ons of every lash style to demonstrate their look and versatility. I was responsible for both production and post-production, shaping the content to feel informative, engaging and aligned with the wider campaign creative.