Social Content 2025 Charles Tyrwhitt
Social Content 2025 Charles Tyrwhitt
Across 2025 I ran an organic social creative programme for Charles Tyrwhitt, ideating a quarterly shoot strategy, developing concepts from scratch, directing the productions and overseeing delivery. The through-line across every shoot was to: find a cultural or seasonal moment worth building around, develop a character-led or humour-driven concept that feels native to the platform, and execute it with craft.
Creative Direction
Social Strategy
Creative Production
The creative direction across the programme is rooted in three things: London as a living backdrop, narrative as the engine, and finding the everyday magic in ordinary moments. Shoots are built around the city and its texture, its light, its character rather than controlled studio environments.
The creative direction across the programme is rooted in three things: London as a living backdrop, narrative as the engine, and finding the everyday magic in ordinary moments. Shoots are built around the city and its texture, its light, its character rather than controlled studio environments.
The creative direction across the programme is rooted in three things: London as a living backdrop, narrative as the engine, and finding the everyday magic in ordinary moments. Shoots are built around the city and its texture, its light, its character rather than controlled studio environments.
Every concept has a story at its centre, however small. And the art direction is always looking for the detail that makes something feel real: the moment that wasn't planned, the reaction that wasn't scripted, the frame that makes a menswear shoot feel like something worth watching.
Every concept has a story at its centre, however small. And the art direction is always looking for the detail that makes something feel real: the moment that wasn't planned, the reaction that wasn't scripted, the frame that makes a menswear shoot feel like something worth watching.
Every concept has a story at its centre, however small. And the art direction is always looking for the detail that makes something feel real: the moment that wasn't planned, the reaction that wasn't scripted, the frame that makes a menswear shoot feel like something worth watching.
A Summer Shoot
A Summer Shoot
London in bloom. Linen, light and a city in that specific mood between spring and summer. Narrative-led, trend-informed, effortlessly seasonal.
London in bloom. Linen, light and a city in that specific mood between spring and summer. Narrative-led, trend-informed, effortlessly seasonal.
London in bloom. Linen, light and a city in that specific mood between spring and summer. Narrative-led, trend-informed, effortlessly seasonal.
An Autumn Shoot
An Autumn Shoot
Sharp dressing, sport and the quiet confidence of getting it right. Humor-led layering content meets educational how-to: the shirt measuring video became one of the highest performing SEO assets on the account.
Sharp dressing, sport and the quiet confidence of getting it right. Humor-led layering content meets educational how-to: the shirt measuring video became one of the highest performing SEO assets on the account.
A Christmas Shoot
A Christmas Shoot
A shoot built around the magic of the season, with a tongue in cheek twist. Festive archetypes, a little warmth, a little wit.
A shoot built around the magic of the season, with a tongue in cheek twist. Festive archetypes, a little warmth, a little wit.
