Interiors and Editorial photoshoot of the R.M Williams store opening in Cambridge.
To celebrate the opening of RM Williams’ new store in Cambridge, I was commissioned to create a suite of imagery that showed off the impressive design features of the store in a style that complimented the brands visual identity. The brief included showcasing the store’s beautifully designed interiors, highlighting key product ranges, and producing a series of portraits featuring members of the Cambridge University rugby team to later be used on a social media campaign.
The brief was dual purpose: reflect the store’s timeless and warm atmosphere whilst also providing the architectural firm with visuals that highlighted their craftsmanship. I chose to shoot for the most part using the available light in the space, as it naturally gave a warm and glowey look that would have been somewhat lost if I would have lit the space - focussing on the rich leather goods, wooden fixtures, and bespoke displays and emphasising the thoughtful materials and design details that bring the space to life.
The clients decision to reach out to one of the Cambridge University rugby teams was a good move as it added a strong local connection to the campaign whilst keeping costs low - By gifting a few of the players clothing in exchange for their time, RM was able to showcase some of the core products and effectively cross-pollinate the brand within the local area... Especially amongst their target consumer.
This project was an exciting opportunity to collaborate with a new client and explore RM Williams’ world of heritage and craftsmanship. I worked directly with the RM Williams marketing team to deliver imagery that aligned with their vision while also collaborating with Fabric PR, who initiated the project.
“CREATIVITY IS A WILD MIND AND A DISCIPLINED EYE.”