The Brief:
To develop a high-end campaign for Dawson Denim’s new range—designed in the UK, made in Japan. The campaign needed to celebrate the timeless quality of the brand’s denim, appeal to new and existing audiences, and strengthen Dawson’s position in the premium denim market.

The Concept:
Streets of Time is a campaign built on the idea that jeans age with you. Inspired by Dawson Denim’s commitment to longevity and craftsmanship, our concept explored how denim becomes more personal over time-shaped by its wearer’s life and environment. The campaign fused the nostalgic grit of 1970s street photography with a modern visual edge, spotlighting intergenerational style.

My Role:
I contributed to art direction, concept development, and campaign storytelling, helping to craft a visual narrative that positioned Dawson Denim as relevant across generations where style, quality, and identity evolve together.