SELFRIDGES SUPERMARKET

Editorial direction, film concept, overarching narrative and in-store copy

When working within the in-house Editorial team at Selfridges, I devised creative concepts for short films for the brand’s sustainability and arts and culture content. With a 360° approach to Editorial, I developed the overarching storytelling, interviewed brands and wrote copy for the in-store spaces, windows and online articles.

The SUPERMARKET imagined a retail destination in the future – where products are 3D-printed on demand and others are made from innovative materials and compositions such as pineapple leather and atmospheric carbon.