Tan France x Eyebuydirect

The situation

EyeBuyDirect wanted to reach a broader, fashion-forward audience without losing the brand's value positioning. The answer was a celebrity partnership with Tan France – stylist, TV personality, and a genuine eyewear enthusiast. The access was there. The challenge was making it feel like a real campaign, not just a paid post.

What I did

Working closely with our creative director at the time, I strategized on concept, built the production deck, and oversaw every decision on set, from wardrobe, product selection, lighting direction, and talent direction. The goal was to make Tan feel like a collaborator, not a spokesperson, so the creative had to meet him where his aesthetic already lived.

That meant building a shoot concept rooted in his personal style – considered, warm, fashion-literate – and pairing it with product that could hold its own in that context. I pulled frames that worked as fashion objects first, eyewear second. The result was imagery that felt editorial rather than promotional.

I managed the full production in partnership with South James, owning the creative brief, all pre-production selects, and final image approvals.