NOISY MAY has a quite disruptive, edgy, and a bit unconventional branding and I wanted to reflect that in the new campaign. Since the focus was on their denim, after researching the brand, we discovered that all their jeans styles were named after the head designer’s ex-girlfriends - a good, weird and quirky fact which seemed to us like a great starting point. Selfridges had also had a new rebrand at the beginning of the year which was very playful, colourful and fun.