Client: Mud Australia
This live collaborative brief was part of my MA in Design for Art Direction at LCC. Students were tasked with developing a campaign for Mud Australia, which we then presented directly to the brand. One concept would be selected for realisation in-store during London Craft Week. My group’s proposal was chosen, and this is the campaign we delivered.
Art Direction, Photography, Video Filming & Editing
Collaborators: Sergio Begazo, Sabaithip Thanaviwattanakul
Mud Stories is a campaign created for Mud Australia to celebrate its 30th anniversary during London Craft Week, strengthening its connection with London’s craft community and like-minded artisans.
Our aim was to build meaningful relationships, celebrate craftsmanship, and highlight the philosophy behind thoughtful, sustainable design. For this campaign, we collaborated with two East London–based brands: Rebel Rebel and Sonn Studio.
The campaign included:
An editorial-style photoshoot featuring Mud Australia’s products interpreted through the work of each artisan.
Social media images capturing behind-the-scenes moments of each brand using Mud Australia pieces in their daily practice.
A video interview that wove the products into each maker’s workspace and invited audiences to learn about their shared values, including sustainability, community, and intentional design.
A proposal for in-store workshops during London Craft Week, hosted by each collaborating brand.
About Rebel Rebel
Located in the heart of Hackney, Rebel Rebel is more than just a flower shop. Founded in 2000 by Mairead Curtin and Athena Duncan, they’ve grown from a small floral events company into a thriving business. With flowers grown in Norfolk and Italy, Rebel Rebel now offers workshops, wedding floristry, and teaching alongside their shop in Mare Street Market.
Sustainability is at the core of what they do. Their no-dig growing system nurtures flowers naturally while minimising soil disturbance. They also successfully persuaded Hackney Council to extend green waste recycling beyond just residential waste, ensuring all organic material is put to good use.
We’re excited to announce our collaboration with Rebel Rebel as part of Mud’s 30th anniversary celebrations.
Our window display at Mud Australia’s Islington store during London Craft Week. On the left our collaboration with Rebel Rebel, and on the right our collaboration with Sonn Studio.
Mud Stories Creator Reel: An interview with Mairead and Athena from Rebel Rebel in collaboration with Mud Australia products.
Mud Stories Social Media Images
Mud Stories Workshop: Mud Australia x Rebel Rebel; Flower arranging workshop using Mud Australia ceramics.
