Still a relatively unknown brand in the UK, Detroit-based Shinola had recently opened a store behind London's Carnaby Street.
I was asked to devise a multi-platform project to promote the store and to highlight key elements of the brand - notably that it is American and its desire to be associated with craftsmanship.
Initially I created a series of portraits of American ex-pats, all now living and working in the UK, who could describe their work as a "craft". This included a tailor, a chef, an architectural model maker and a gin distiller.
Later we pushed this idea further and found five independent craftspeople who each set up a pop-up shop within the Shinola store. Here the public could visit and see them actually creating their work whilst engaging with them directly.
To further promote the project, I commissioned films of two of them to be seeded out through various platforms.