Seasonal Clothing

BIG W Mums in the Wild

I led the production of BIG W’s new womenswear content, transforming the overarching 72&Sunny concept into a living, breathing campaign. The idea celebrated real mums in a raw, authentic and elevated way—showing that mums can be stylish, too.

For each seasonal drop, I developed detailed scene approaches, collaborating closely with the photographer and producer on location selection and styling. I then oversaw the rollout of all assets across every channel, including social, OOH, in-store and owned channels.

Role Art Direction, Roll out / On set Art Director Orla Molloy Hogarth / Stylist Charlotte Stokes / Photographer Sarah Adamson