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 Sonn Studio
Based in Hackney, Sonn Studio is a design-led architecture and interior studio founded by Tim Robinson. Specialising in natural materials such as wood, plaster, and stone, Tim’s commitment to sustainability and craftsmanship is evident in his first two solo projects—Plaster House and Terrazzo Studio. Both projects were hand-finished, reflecting his careful and considered approach to making.
Sustainability is central to Sonn Studio’s ethos. It extends beyond the materials Tim uses to the way his workspace functions. His garden studio, which includes a workspace and workshop, features an innovative rainwater collection system that supplies grey water for various processes, helping to minimise waste.
We’re excited to announce our collaboration with Sonn Studio 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 Tim from Sonn Studio in collaboration with Mud Australia products.
Mud Stories Social Media Images
Mud Stories Workshop: Mud Australia x Sonn Studio; Jesmonite Terrazzo Workshop using broken Mud Australia ceramics as the Terrazzo pieces.
