Harrods x Ground Up

Ground Up Takes Over London

Overview
A luxury-focused campaign designed to reposition licensed footwear within the European market, aligning character-inspired designs with elevated fashion aesthetics.

The campaign blended high-end styling with modern streetwear influences, reframing licensed products for a style-conscious, luxury retail audience.

Objective

To strengthen Ground Up International’s presence in the European market by reshaping perceptions of licensed footwear and positioning the category within a premium retail environment.

Role – Lead Photographer & Videographer

I led the full visual execution of the campaign, overseeing:

Visual concept development & creative direction
Location scouting & shoot planning
On-set art direction & styling alignment
Photography & video production
Creation of assets for digital, e-commerce, and social channels

Creative Approach

The visual direction focused on integrating licensed sneakers into a refined European fashion context, demonstrating how character-driven designs can coexist with luxury aesthetics and contemporary styling.