The second instalment in the Deichmann x Giovanna Fletcher partnership, ‘every day fashion’ tapped into the ‘a week in my life’ social trend to offer a peek-behind-the-curtain of a week in Gi’s life styled by her Deichmann edit.

A social first idea, that rolled out into a modern layered TVC edit and a series of social-first edits showcasing both the collection and Gi’s own personality.

Concept / art direction / shoot planning / social concepts