The brief

For the launch of Lucy Williams’ 1987 collection, Missoma needed a campaign narrative that could capture the nostalgia and playful maximalism behind the designs — and turn it into a distinctive story that could work across every channel.

My role

I developed the campaign narrative and messaging around the collection, creating the tagline and writing the copy across web, editorial, email, social and paid. Inspired by Lucy’s memories of dressing up in her mum’s jewellery, I built a verbal world around music, nostalgia and self-expression, extending the idea into a bespoke Spotify mixtape with Lucy that brought the campaign into Missoma’s physical pop-ups.

Following the 1987 launch, I stayed on to work across subsequent collections including Icons and Twisted, developing campaign copy and naming individual pieces based on the stories and ideas behind each collection.

The outcomes

The 1987 narrative gave Missoma a single creative thread that could run from campaign line through to content, commerce and physical experience. The initial project developed into a four-month partnership, with my role expanding across further launches, including product naming and creative direction for a series of social-first videos on how to create a signature Missoma layering necklace stack, breaking down the art of layering into easy-to-replicate steps cementing the brand’s USP as affordable, versatile, layering jewellery.