As part of TENA’s refreshed approach to men’s washable incontinence wear, I led the creative direction from concept to final delivery.

I was involved from the very beginning, shaping the look and feel of the campaign’s key visual. This included conceptual development, art direction, and set design—carefully selecting colours, lighting, and even the model’s stance to strike the right tone: confident, with a subtle edge of attitude.

Model casting was also within my remit, ensuring we found someone who embodied the brand’s refreshed positioning. I collaborated on wardrobe styling, advised on lighting setups, and directed a range of poses to clearly communicate product benefits and unique selling points.

On shoot day, I worked alongside an offline designer and the production crew to guide photography and video capture. I ensured we gathered versatile content for use across in-store shopper marketing, ecommerce, and digital channels.

Post-shoot, I led image selection, created the retouching brief, developed a video storyboard, and oversaw the final delivery of all assets. I then collaborated with a junior designer during the rollout phase, providing creative oversight and final sign-off on assets for Amazon and the brand’s ecommerce platforms.