23.2 2000

What was Song for the Mute’s most ambitious campaign to date, we shot 8 models across Creative Stills, Look Book Runway and Motion in one day. The stills were shot by photographer Darren McDonald, with motion co-produced and filmed by the team at Entropico.

I worked closely with creative agency 21—87 to develop the seasonal printed look books, which serve as the key collection reference for buyers, press and media. This allows the wholesale team to share the collection narratives succinctly during buying appointments while highlighting key styles throughout the collection.

Filmed by Angus Wilkinson including a special soundtrack by Boys Noize, we created a film to coincide with the collection release in Paris. The success of the film increased website traffic by 24.9% and resulted in our busiest Paris showroom to date.

To coincide with the release of the new collection in-store and online, I lead the re-development of songforthemute.com by auditing the current website and assessing user pain points. By designing tweaks and improvements to the overall UX and UI, we created a more seamless ecommerce experience. Since implementation, the online store has seen an increase in revenue of 171%.

A comprehensive strategy was created covering all digital touchpoints, including creative approaches and budget allocations for our seasonal campaigns across Meta, Google and Klaviyo. The strategy resulted in an average ROAS of 14.1%.

I managed and lead all seasonal EDM correspondence and developed automated flows via Klaviyo. Results include an average OR of 37.8%, CTR of 9% and Attributed Revenue increase of 81%.

Photography, Darren McDonald Styling, Stephen Mann Creative Direction, Song for the Mute Film, Angus Wilkinson at Entropico Music, Boys Noize Hair, Diane Gorgievski Makeup, Sean Brady Models, Jack (Chadwick), Liam (Kult), Lucas (IMG), Olympia (Kult), Sadie (Kult), Yixin (People Agency) Design Direction, 21—87 Retouching, Ring Studio