2023
AUX-PERCI
CREATIVE DIRECTION / PRODUCTION
/ DESIGN / STORYBOARD
AUX-PERCI
CREATIVE DIRECTION / PRODUCTION
/ DESIGN / STORYBOARD
ONE SUIT, SUITS ALL
When I was tasked with creating a campaign for Percival’s brand new linen suit, I didn’t quite realise what it would become...
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When I was tasked with creating a campaign for Percival’s brand new linen suit, I didn’t quite realise what it would become...
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2023
SUIT-PERCI
CREATIVE DIRECTION / PRODUCTION
/ DESIGN / STORYBOARD
SUIT-PERCI
CREATIVE DIRECTION / PRODUCTION
/ DESIGN / STORYBOARD
AW23: CAUTIONARY TALES
There was no better way to usher in AW23 than with a sinister fairytale. We wanted to do something special to celebrate the arrival of Cautionary Tales.
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There was no better way to usher in AW23 than with a sinister fairytale. We wanted to do something special to celebrate the arrival of Cautionary Tales.
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2023
CT-PERCI
CREATIVE DIRECTION / PRODUCTION
/ DESIGN / CASTING / STORYBOARD
CT-PERCI
CREATIVE DIRECTION / PRODUCTION
/ DESIGN / CASTING / STORYBOARD
WHATWILLYCOOK? X PERCIVAL
Whatwillycook took the internet by storm with his comedic cooking videos and unique vocabulary. Him and Percival working on a collection is a match made in heaven.
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Whatwillycook took the internet by storm with his comedic cooking videos and unique vocabulary. Him and Percival working on a collection is a match made in heaven.
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2023
WWC-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING / STORYBOARD
WWC-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING / STORYBOARD
PERCIVAL ARMS NYC
The Percival Arms was the name of our pop-up store, in Nolita, New York. The idea was to give our US audience a real life taste of the Percival DNA, so we created a pub atmosphere as well as a clothing store.
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The Percival Arms was the name of our pop-up store, in Nolita, New York. The idea was to give our US audience a real life taste of the Percival DNA, so we created a pub atmosphere as well as a clothing store.
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2023
NYC-PERCI
CREATIVE DIRECTION / PRODUCTION / DESIGN / STORYBOARD
NYC-PERCI
CREATIVE DIRECTION / PRODUCTION / DESIGN / STORYBOARD
SS23 “FORAGERS COLLECTION”
The Foragers Collection was inspired by the British garden, so who better to partner with than world renown explorer,
Simon Reeve?
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The Foragers Collection was inspired by the British garden, so who better to partner with than world renown explorer,
Simon Reeve?
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2023
FOR-PERCI
CREATIVE DIRECTION / PRODUCTION / DESIGN /
CASTING
FOR-PERCI
CREATIVE DIRECTION / PRODUCTION / DESIGN /
CASTING
SLAZENGER X PERCIVAL
Welcome to The Racquet Country Club, the home of tennis, presented by Slazenger and Percival.
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Welcome to The Racquet Country Club, the home of tennis, presented by Slazenger and Percival.
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2023
SLAZ-PERCI
CREATIVE DIRECTION / PRODUCTION / DESIGN / STORYBOARD
SLAZ-PERCI
CREATIVE DIRECTION / PRODUCTION / DESIGN / STORYBOARD
UMBRO X PERCIVAL
Umbro are one of the worlds most iconic football brands and I relished the chance at creating a campaign that reflected both football heritage and Percival comedy.
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Umbro are one of the worlds most iconic football brands and I relished the chance at creating a campaign that reflected both football heritage and Percival comedy.
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2023
CHAMP-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING / STORYBOARD
CHAMP-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING / STORYBOARD
CHAMPION & PERCIVAL “SOHO SCOUTS”
Percival has a long history of collaborations with sportswear giants Champion, but this one was special and utilised sewn patches with a geographical theme of Soho, London.
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Percival has a long history of collaborations with sportswear giants Champion, but this one was special and utilised sewn patches with a geographical theme of Soho, London.
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2023
CHAMP-PERCI
CREATIVE DIRECTION / PRODUCTION / STYLING / STORYBOARD / DESIGN
CHAMP-PERCI
CREATIVE DIRECTION / PRODUCTION / STYLING / STORYBOARD / DESIGN
PERCI LAB
An upscaling project working with Mike & Rob at Key Connections, we utilised discarded Wrangler and Levi’s jackets.
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An upscaling project working with Mike & Rob at Key Connections, we utilised discarded Wrangler and Levi’s jackets.
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2023
PERCI-LAB
CREATIVE DIRECTION / PRODUCTION / DESIGN
PERCI-LAB
CREATIVE DIRECTION / PRODUCTION / DESIGN
SCRT AND PERCIVAL
I’ve been close friends with the guys at SCRT for many years and it was a great moment to be able to facilitate a collaboration between them and Percival.
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I’ve been close friends with the guys at SCRT for many years and it was a great moment to be able to facilitate a collaboration between them and Percival.
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2023
SCRT-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
SCRT-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
SEINFELD X PERCIVAL
Seinfeld x Percival, an exciting collaboration with the iconic television show.
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Seinfeld x Percival, an exciting collaboration with the iconic television show.
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2023
SEIN-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING
SEIN-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING
SS23 BLUE WILLOW CLUB
SS23, also known as “Blue Willow Club” is a Percival campaign inspired by the 70s, featuring high profile industry talent.
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SS23, also known as “Blue Willow Club” is a Percival campaign inspired by the 70s, featuring high profile industry talent.
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2023
BLUE-PERCI
CREATIVE DIRECTION / PRODUCTION / DESIGN
BLUE-PERCI
CREATIVE DIRECTION / PRODUCTION / DESIGN
WAFFLE PACK
A mini-campaign for Percival’s brand new waffle material. Utilising trans activist Samuel Moir-Smith as talent.
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A mini-campaign for Percival’s brand new waffle material. Utilising trans activist Samuel Moir-Smith as talent.
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2023
WAFF-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING
WAFF-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING
THE GREAT FROG X PERCIVAL
The collaboration between The Great Frog and Percival is a unique one. Percival’s love of football meets TGF’s rebel spirit and attitude.
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The collaboration between The Great Frog and Percival is a unique one. Percival’s love of football meets TGF’s rebel spirit and attitude.
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2022
TGF-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING / PHOTOGRAPHY
TGF-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING / PHOTOGRAPHY
A VERY PERCIVAL CHRISTMAS
Christmas 2022 was a prime example of Percival’s unique tone of voice, with a wacky Christmas ad with a London-centric feel.
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Christmas 2022 was a prime example of Percival’s unique tone of voice, with a wacky Christmas ad with a London-centric feel.
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2022
XMAS-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING / STORYBOARD
XMAS-PERCI
CREATIVE DIRECTION / PRODUCTION / CASTING / STORYBOARD
LAVENHAM X PERCIVAL
Percival teamed up with luxury menswear brand Lavenham for a unique collection that pairs Lavenham quality with Percival’s trademark embroidery.
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Percival teamed up with luxury menswear brand Lavenham for a unique collection that pairs Lavenham quality with Percival’s trademark embroidery.
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2022
LAV-PERCI
CREATIVE DIRECTION / PRODUCTION
LAV-PERCI
CREATIVE DIRECTION / PRODUCTION
NEW BALANCE UTILITY
New Balance enlisted Goodhood’s help for the launch of the new 2002 pack. Working with natural light as a key feature of the campaign.
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New Balance enlisted Goodhood’s help for the launch of the new 2002 pack. Working with natural light as a key feature of the campaign.
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2022
GH-NB
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING / COPYWRITING
GH-NB
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING / COPYWRITING
NIKE KUKINI RE-ISSUE
Nike picked Goodhood as the UK launch partner for the reissue of the Nike Kukini. I created a bespoke concept that encompasses the 00s era with a focus on real community.
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Nike picked Goodhood as the UK launch partner for the reissue of the Nike Kukini. I created a bespoke concept that encompasses the 00s era with a focus on real community.
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2022
GH-NIKE
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING / DESIGN / COPYWRITING
GH-NIKE
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING / DESIGN / COPYWRITING
NIKE SNKRS STYLE X GOODHOOD
Following the successful pitch of the Nike Kukini concept, Nike approached us to further the campaign by creating content for their SNKRS app.
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Following the successful pitch of the Nike Kukini concept, Nike approached us to further the campaign by creating content for their SNKRS app.
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2022
GH-NIKE
CREATIVE DIRECTION /
PRODUCTION / CASTING / STYLING
GH-NIKE
CREATIVE DIRECTION /
PRODUCTION / CASTING / STYLING
GOODHOOD X SUN BUDDIES
To launch our Sun Buddies collab I created a simple concept to allow the unique tri-coloured frames to sell themselves. Including a special guest...
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To launch our Sun Buddies collab I created a simple concept to allow the unique tri-coloured frames to sell themselves. Including a special guest...
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2022
GH-SB
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
GH-SB
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
GOODHOOD X FOLK X DANIEL JOHNSTON
In partnership with Folk & The Daniel Johnston Foundation we collaborated on a collection of t-shirts, shirts and accessories featuring the iconic artwork of the cult figure.
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In partnership with Folk & The Daniel Johnston Foundation we collaborated on a collection of t-shirts, shirts and accessories featuring the iconic artwork of the cult figure.
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2022
GH-FOLK-DJ
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
GH-FOLK-DJ
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
CREATIVE LIVING: HOLLY HAY
Creative Living is an ongoing feature that focuses on the interiors and studios of notable artists, designers, musicians and friends of Goodhood.
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Creative Living is an ongoing feature that focuses on the interiors and studios of notable artists, designers, musicians and friends of Goodhood.
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2022
GH-HH
CREATIVE DIRECTION / PRODUCTION
GH-HH
CREATIVE DIRECTION / PRODUCTION
GOODHOOD X DR. MARTENS
Celebrating subculture, independent spirit and considered design, Goodhood joined forces with the staple British footwear brand Dr. Martens for a curated, graphic screen-printed re-up on the classic 101 boot.
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Celebrating subculture, independent spirit and considered design, Goodhood joined forces with the staple British footwear brand Dr. Martens for a curated, graphic screen-printed re-up on the classic 101 boot.
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2022
GH-DM
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING /
GH-DM
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING /
SALOMON ADVANCED
Working with technical sportswear giants, Salomon, for the launch of their new Advanced collection at Goodhood.
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Working with technical sportswear giants, Salomon, for the launch of their new Advanced collection at Goodhood.
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2022
GH-SA
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING / DESIGN / COPYWRITING
GH-SA
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING / DESIGN / COPYWRITING
FUNDAMENTALS
‘Fundamentals’ is a dual gender seasonal styling piece with a focus on robust utilitarian garments that are made to last.
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‘Fundamentals’ is a dual gender seasonal styling piece with a focus on robust utilitarian garments that are made to last.
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2022
GH
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
GH
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
NEW BALANCE 990V3 10TH ANNIVERSARY
One of New Balance’s most iconic silhouettes, the 990V3 turned 10 in 2022. Famed for it’s utility, this campaign reflects that key feature.
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One of New Balance’s most iconic silhouettes, the 990V3 turned 10 in 2022. Famed for it’s utility, this campaign reflects that key feature.
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2022
GH-NB
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
GH-NB
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
GOODHOOD X KICKERS
In late 2021 Goodhood collaborated with cult British brand Kickers on a two piece collection celebrating the iconic Kickers boot.
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In late 2021 Goodhood collaborated with cult British brand Kickers on a two piece collection celebrating the iconic Kickers boot.
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2021
GH-KCK
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
GH-KCK
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
NIKE ACG AIR MOWABB
For the 30th anniversary of the Nike ACG Air Mowabb we teamed up with Nike to take the updated shoe on a test run.
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For the 30th anniversary of the Nike ACG Air Mowabb we teamed up with Nike to take the updated shoe on a test run.
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2021
GH-ACG
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING / COPYWRITING
GH-ACG
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING / COPYWRITING
GH X LF MARKEY
LF Markey & Goodhood have a special relationship and collaborate on a collection yearly. The 2021 collab includes clothing embellished with a hand drawn polkadot design.
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LF Markey & Goodhood have a special relationship and collaborate on a collection yearly. The 2021 collab includes clothing embellished with a hand drawn polkadot design.
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2021
GH-LF
CREATIVE DIRECTION / PRODUCTION / CASTING
GH-LF
CREATIVE DIRECTION / PRODUCTION / CASTING
VANS X WACKO MARIA
Vans teamed up with Tokyo streetwear giants Wacko Maria on a collection celebrating Wacko’s routes as a record shop / clothing brand.
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Vans teamed up with Tokyo streetwear giants Wacko Maria on a collection celebrating Wacko’s routes as a record shop / clothing brand.
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2021
GH-LF
CREATIVE DIRECTION / PRODUCTION / CASTING
GH-LF
CREATIVE DIRECTION / PRODUCTION / CASTING
BANDANA EDIT
Part of Goodhood’s SS21 offering, we created an edit based on the popular trend of bandana print - focusing on shirting from Japanese brands Toga, Neighborhood, and Beams Plus.
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Part of Goodhood’s SS21 offering, we created an edit based on the popular trend of bandana print - focusing on shirting from Japanese brands Toga, Neighborhood, and Beams Plus.
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2021
GH-SS21
CREATIVE DIRECTION / PRODUCTION / CASTING
GH-SS21
CREATIVE DIRECTION / PRODUCTION / CASTING
SUICOKE SS21
Brand new for spring/summer 2021, Suicoke enlisted Goodhood to create a campaign for their newest collection.
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Brand new for spring/summer 2021, Suicoke enlisted Goodhood to create a campaign for their newest collection.
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2021
GH-SUI
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING
GH-SUI
CREATIVE DIRECTION / PRODUCTION / CASTING / STYLING