Spree.co.za was South Africa's leading online fashion retailer and the e-commerce flagship of media giant Media24. As Art Director and Design Team Lead, I headed up creative direction for content and marketing across multiple touchpoints — from campaign photography and editorial styling to homepage design, CRM and brand identity.
Over four and a half years I built and managed the in-house design team, set the photography style guide, oversaw retouching standards and signed off on every piece of front-end, marketing and multimedia design that left the studio. Spree merged with Superbalist.com in 2018.
Festive 2015 — the launch campaign
The first major in-house campaign after I took over creative direction. Photography, copy, set design and digital layout produced by the studio team I'd just put together. The campaign anchored Spree's homepage, app and CRM through the entire summer/holiday quarter — and set the tone for everything that followed.
Fila × Spree — product storytelling
An animated product storytelling series for Fila's launch on Spree. Stop-motion stills paired with looping GIF treatments, designed to feel native to the social feed but slot cleanly into the homepage banner system. Built end-to-end in-house — cheaper, faster, and more on-brand than agency work.
Birthday Sale — "Let Them Eat Cake"
The annual Birthday Sale was Spree's biggest commercial moment. We pitched a Marie-Antoinette-meets-pop-art concept — pastel cakes, fashion looks, and a tongue-in-cheek tone that ran across the homepage, paid social, in-app banners and a print insert in You magazine. One of the highest-engagement campaigns in the brand's history.
Even the error pages
Brand work isn't just campaigns. The 404 and "broken link" treatments were part of the same design system — small touches that signal a brand cares. Visitors who hit a dead end met a custom illustration and a route back to shopping.
A wider selection of campaign and editorial photography from across my four and a half years on the team:
