F&F

MY ROLE

During my time at ODD London, my key priority was owning the social media content for F&F Tesco. I designed, illustrated and animated F&F social media content and email marketing, and was responsible for generating ideas and assisting in art direction for their seasonal campaigns.

Other responsibilities included, attending and documenting PR events, researching, planning and assisting on photo shoots, talent scouting, providing graphic design assistance, retouching, and editing videos.

Design

F&F logo redesign, Amber Sargent 2020

At the beginning of the pandemic, F&F wanted to reflect the community spirit we were all feeling within their logo, so I redesigned and animated it to include a heart. This logo was used across Tesco locations UK wide and across all social channels.

F&F magazine layout design, Amber Sargent 2020

For F&F’s WWF collaboration, I designed the layout for their postal magazine with illustrations by myself and the wider ODD team.

I designed various email layouts for F&F’s email marketing over SS20.

F&F email layout design, Amber Sargent 2020

F&F x Frozen 2 press event, interviews and story design by Amber Sargent, 2019

Research & Planning

I created various shoot bibles for F&F - this would be a deck detailing the individual shots, including; reference images, the model used, notes, and where the image would be used. This involved finding great reference images and creating moodboards.

Assistant Art Direction

While shooting our early spring campaign images for F&F, I assisted on the kids location shoot. This was a busy and fast-paced day with children of many ages and a dog in a London family home. We need to move the art direction to something more relatable, to better reflect our our consumers lives. We encouraged the kids to play, have fun and interact with each other naturally to get an authentic and joyful feel for our images.

Spring 2020 Mens E-commerce Images, 2019

I assisted in studio for our men’s e-commerce shots - among the necessary standard poses we needed for e-commerce, we brought more fun and relatability into the shots with props that you would find around the home.