Joseph Cheaney SS24 Collection.

Brief

Cheaney’s Spring Summer ’24 campaign needed a narrative that felt transportive and aspirational while staying true to the brand’s heritage. The objective was to present the collection in a way that emphasised craft and seasonality, creating campaign imagery and product video designed to live across advertising, ecommerce, and press.

Approach

We constructed the environment entirely from scratch in studio, building the walls and a sculptural archway as the central architecture. Over a ton of sand was shaped into flowing forms reminiscent of desert dunes, giving the set an abstract sense of travel and escape without replicating a literal landscape. The collection was filmed on Sony Venice for cinematic motion and photographed on Phase One for detail and tonal depth. Globe-Trotter luggage was introduced to extend the narrative of heritage travel and to place Cheaney within a wider culture of enduring craft.

Result

The campaign embodied our ethos of timeless craft in a modern voice. Northampton shoemaking was staged in a stylised, contemporary environment that underscored its relevance for today’s audience. Delivered as a unified library of stills and film, the project gave Cheaney consistent assets across campaign, ecommerce, and press — a collection rooted in heritage, expressed with modern clarity.