AMY
WINEHOUSE
This project was a significant collaboration with the Amy Winehouse Foundation and her estate to honour one of Britain’s most influential artists. The Winehouse family reached out to me to create a limited-edition candle collection that captures Amy’s likeness and legacy.
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CRAFTsmanship at every turn
In my search for excellence, I drew Amy’s iconic eyes and mouth for The Pioneer Candle over 200 times. From the imperfect smudge of her signature eyeliner to the natural shape of her brows, we debated and refined every detail.
Using archive images provided by the estate, I aimed for accuracy that conveyed a sense of feeling. Each line needed to honour her presence without turning her into a caricature. This discipline of revision and restraint continues to shape how I direct likenesses, characters, and now AI personas.
Using archive images provided by the estate, I aimed for accuracy that conveyed a sense of feeling. Each line needed to honour her presence without turning her into a caricature. This discipline of revision and restraint continues to shape how I direct likenesses, characters, and now AI personas.
BUILDING
HYPE
It's all in the build-up
The campaign transformed fragrance, illustration, and legacy into a cinematic visual story. I crafted promotional stills and short videos to reflect Amy’s soulful tone, rebellious spirit, and undeniable charm.
The candle launched as a limited edition, attracting a waitlist of over 1,000 customers and selling out in just a few weeks.
LAUNCH
STRATEGY
This collaboration was culturally aware and balanced creative ambition paired with practical execution.
- Licensed likeness work developed in partnership with the estate
- Ongoing collaboration with the Amy Winehouse Foundation
- Legal oversight managed alongside Mischon de Reya
- Limited edition release with controlled distribution
- 7% of proceeds donated directly to the Amy Winehouse Foundation
The launch balanced prestige positioning with philanthropic impact, ensuring the project felt meaningful rather than commercial.
PRODUCT &
PACKAGING
DESIGN
The candle design extended far beyond illustration into fragrance composition, vessel detailing, and collector packaging. Every decision was guided by one question: does this feel true to Amy?
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Seven percent of proceeds from every candle were donated to the Amy Winehouse Foundation, supporting its work with young people affected by addiction and disadvantage.
The final product stood as both a tribute and a contribution. A limited edition object rooted in craft, cultural respect, and genuine partnership.
The final product stood as both a tribute and a contribution. A limited edition object rooted in craft, cultural respect, and genuine partnership.
