ABOUT

THE CHALLENGE
Take ASDA’s in-store magazine to the next level. With more aspirational lifestyle photography and food shoots to rival ‘quality’ food retailers such as M&S and Waitrose.

THE STRATEGY
Cheap doesn’t mean compromising on quality. We would take ASDA’s photography on location to aspirational destinations such as Miami and Cape Town and make the lifestyle readers could only dream of within reach. Our food shoots would be worthy of a Michelin star.

MY ROLE
Shifting the focus from using stock photography to planning original shoots local and abroad. I recruited teams of photographers, stylists and local production companies to deliver imagery that challenged perception of ASDA as a budget brand. Back in the UK I ran a team of designers and oversaw the look and feel of the UK’s
best-read food and lifestyle magazine.