As part of a broader campaign for Smeg appliances, I led the creative direction for a series of product photoshoots aimed at showcasing the brand’s signature blend of style and functionality. Working closely with photographers and stylists, I developed visual concepts that placed Smeg products in aspirational, design-led environments—highlighting their versatility and premium appeal.

Each shoot was carefully planned to capture the appliances in a variety of lifestyle settings, allowing the imagery to speak to different audiences and use cases. From sleek kitchen interiors to more playful, personality-driven compositions, the goal was to reflect the adaptability and everyday relevance of Smeg’s product range.

Following the shoots, I created multiple versions of each visual asset—tailored for print, digital, social media, and editorial placements. This approach maximised the usefulness and flexibility of the content, ensuring the brand could maintain a consistent identity while adapting to different formats and campaign needs.

The final suite of assets helped reinforce Smeg’s reputation as a design-forward brand, while supporting its presence across UK publications and retail platforms.