"Footasylum does This Morning"

Footasylum wanted to bring together two of their biggest wins — the success of their YouTube platform and their Christmas campaign — into one genuinely ambitious production. The brief, in short: picture Footasylum doing This Morning.

The first challenge was creative problem-solving before a single shot was taken — reconciling the very different worlds of TV production and product shoots into one unified set design. From there, we shot across multiple days for both Retail and Social, all carrying that elevated TV look and feel throughout.

The set itself held six different scenarios under one roof — from rotating sofa areas to a weather segment and a performing stage — giving every piece of content its own distinct identity while staying part of the same world.

The lookbook shoot brought it all together in a single day, with the volume of talent involved demanding the most detailed shoot plan I'd ever put together: four revolving shoot teams, all briefed and moving in sync across one giant set.