Rosie Huntington-Whiteley for FWRD

2025

  • Creative Development

  • Content Creation (Video)

  • Post-Production Lead

Rosie Huntington-Whiteley’s appointment as Fashion Director for FWRD marked a defining moment for the brand. To support the launch, I led the creative development and execution of a multi-format content series designed to frame her presence with clarity and intention. The goal was to establish her authority within today’s fashion landscape while evolving FWRD’s visual language in a way that felt modern, refined, and distinctly her.

The campaign debuted with a cinematic hero film crafted to showcase Rosie in the season’s most coveted pieces.

We juxtaposed fully styled fashion moments with grounding, ambient b-roll and layered sound design, creating a rhythm that felt both elevated and intimate. The result established a clear point of view – elevated, controlled, and grounded in her natural influence.

Captured in tandem with the editorial, the rollout expanded into a set of intentionally framed extensions: an on-set interview distilling her perspective on style, a playful mini mic injecting spontaneity and texture, and a curated rack moment where Rosie pulled her seasonal selects and spoke to them in real time – each format designed to reveal a different layer of her point of view while keeping the fashion front and center.