Aldi wanted to create a one-off Christmas Gift Guide that could compete with the established Christmas catalogues produced by retailers such as John Lewis. The challenge was to take the project from initial concept to a print-ready publication within just six weeks.

I was selected to lead the creative delivery of the guide, combining design, art direction and print production. My role included selecting models, helping to paginate the publication, art directing and styling the photography, and delivering the finished artwork ready for print. I also organised the set build with Pyx and, at times, directed up to six shoots simultaneously to keep the ambitious schedule on track.

The finished Aldi Christmas Gift Guide gave the brand a more premium and aspirational presence during the Christmas period. The project was delivered within the six-week timeframe and, following the campaign, Aldi saw a 33% increase in footfall that year.