Editorial Creative Direction-USW Merch

  • Sonny Tindall
  • Jake Hicks

As we as a society become more and more connected (particularly through digitalization), an emerging trend can be seen of city dwellers and office workers moving to more rural areas, without sacrificing jobs and opportunities that were once exclusive to cities. This has been further exacerbated by the lockdown which saw city dwellers return to rural family homes en masse, as city life became an increasing emotional and financial burden. This is particularly prescient for students, which is in keeping with the USW brand. This shoot attempts to illustrate this cultural transition, through the use of traditional office wear and props, shot on location in rural Pembrokeshire. Creative Director, Copywriting, Stylist & Model: Sonny Tindall (Me) Photographer & Chauffeur: Jake Hicks Locations: Freshwater East Stackpole Barafundle