LDC LONDON
A decade of luxury
brand
building
LDC London was built on a single, defiant idea. Luxury does not have to be polite. The brand stood for rebellion, rejecting the status quo, and giving customers permission to carve their own path.
Named 'Brand of Tomorrow'
Walpole, 2022
Rapid Growth
Turnover tripled year-on-year for the first four years
Stocked Globally
In 15+ Countries
Prestigious Retailers
Including Fortnum & Mason, Four Seasons, & Fenwick
Organic Audience
27k Instagram followers & 26k email subscribers
Frequent sell-outs
Waiting lists of thousands
The brand world
LDC's hero product was a cult collection of scented candles inspired by women who shaped pop culture history but were consistently overshadowed by the men around them. Performers, pranksters, prima donnas. Each candle was hand-illustrated and physically constructed to embody its muse's personality, a significant technical undertaking that extended into the packaging and collectors' cards—traditional craft, done at a high level.
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SYNHETIC
PERSONAS
AND
ARCHETYPE
PROTOTYPING
Every candle in the LDC collection had a muse. The Real Muse Campaign is where she came to life. Using early Midjourney and Photoshop, I built visual identities around each archetype, placing the product inside a character portrait rather than a product shot. The tools were raw and the outputs unpredictable, but that unpredictability was part of the energy. Less polish with more personality. It worked because the personalities existed long before the prompts did. The tools just gave them somewhere to stand.
A/B
TESTING
The Psychology of Sound
By A/B testing identical 9:16 visual assets against vastly different sonic narratives, I mapped the psychological impact of sound on content performance and audience retention.
The finding that now governs every sound design decision I make: the eye sees the brand. The ear feels the story.
socail-first Storytelling
Short, snappy, and built to travel. This selection of 9:16 vertical content pairs witty story telling with a hook-first structure designed to stop the scroll and hold attention.
AEsTHETIC RIGOUR:
THE EYE
HAS IT
A heritage of precision. This archive showcases the traditional art direction, high-concept styling, and professional photography that informs my creative approach. This foundational background in luxury craftsmanship is the prerequisite for pushing AI models beyond generic outputs and into the realm of prestige visual production.
THE ART OF
CHARACTER
CREATION
Writing the 'soul' of an object. These satirical social cards explore the dry, witty voices of the LDC collection. Creating a unique, human-like personality for inanimate objects is essential for designing captivating characters and AI agents.
These cards highlight the writing and persona development skills needed to make digital interactions feel real and memorable.
These cards highlight the writing and persona development skills needed to make digital interactions feel real and memorable.
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High-Velocity Brand Edits
An evergreen campaign designed for instant impact and attention retention. This fast-paced video captures the complex, surreal essence of LDC London in a brief, clever visual story made for scrolling on social media. It showcases the blend of careful physical craftsmanship, from prop sourcing to high-concept styling, along with precise frame-by-frame digital editing.
Key Production Details
- End-to-End Creative Ownership: Orchestrated the entire production cycle, including strategic prop sourcing, lighting, and product styling to ensure a premium aesthetic.
- High-Velocity Visual Rhythm: Engineered a precise, high-cadence edit designed to capture the viewer’s interest within the first three seconds of the feed.
- Precision Technical Craft: Leveraged Photoshop timelines for frame-by-frame control, bridging the gap between static luxury photography and dynamic motion design.
- Strategic Brand Distillation: Transformed a multifaceted luxury story into a witty, high-converting asset that maintains brand prestige while delivering high-speed engagement.
THE TAKEAWAY
A decade of building character-led luxury brand worlds became my foundation for everything that followed. The surrealist visual language, the discipline of directing personality, and the instinct for turning products into narratives now underpin every AI-native production I create.