Mullenlowe won Freemans early 2023 and part of that win was a rebrand for the tone of voice and multiple campaigns, including autumn winter 2023, Christmas 2023, spring 2024 and summer 2024.

For each Freemans campaign, I collaborated closely with the Creative Directors to reposition the brand, moving it into the mainstream and beyond its catalogue heritage. This involved developing a bright, fresh art direction, alongside new motion assets for TV, idents, and social.