I devised and delivered the marketing campaign for Sargent and Fashion at Tate Britain, from initial concept through to execution. To demonstrate how Sargent was akin to a creative director and created highly constructed images, I conceived an approach that used multiple images, within a bold and distinctive design framework rooted in the visual language of high-end fashion advertising.

To reflect the exhibition’s key message—Discover how John Singer Sargent used fashion as a powerful tool to express identity and personality—I commissioned a contemporary retelling of four of his most iconic portraits. These reimaginings formed the centrepiece of the campaign, seamlessly bringing Sargent’s practice into a contemporary setting. A suite of short, polished video assets replaced the conventional single exhibition trailer, offering a more dynamic and layered narrative. The campaign positioned the exhibition as culturally resonant and visually bold—designed to capture the attention of fashion-conscious audiences while deepening engagement with Tate’s existing visitors.