Howden x Royal Ascot 2023
Concept ideation, development, visuals and art direction for Howden's 2023 partnership with Royal Ascot. Working with the client's brand ambassador Frankie Dettori, I created a campaign that played on Frankie's last competitive UK season before retirement. The concept 'Now Frankie Can Relax' worked together with a supporting line to wish Frankie well for the future.
The humorous double meaning illustrated a bold approach immediately prior to a full rebrand, and was seen as refreshing and memorable campaign. Working with agency North and photographer Lee Mawdsley I art directed Frankie in a stills and video shoot at his stables for the final artwork. The copyline saw a last minute change before artwork, and the final campaign was rolled out across London, digitally, and the national press.
