Kate Spade - Play With Every Day
Kate Spade Japan Rebranding / Holiday Campaign 2026.
Joining London-based agency GentleForces as Art Director from the initial concept phase, I collaborated with an agile team to shoot Kate Spade Japan’s rebranding campaign on location in Tokyo. The project spanned a 30-second hero film, 15s and 6s cutdowns, and still photography.
To counter how adult working life in Japan often leaves little room for spontaneity, the creative direction aimed to bring playfulness back into everyday routines. Blending live-action with game-like VFX, the campaign captured the brand’s joy, humour, and charm.
Working closely with the Creative Director in a lean crew, I led concept development, on-set direction, styling, and Japanese copywriting—balancing authentic Tokyo street energy with Kate Spade’s playful aesthetic.
