Sam led the creative direction for a spring/summer campaign focused on Service Works’ utilitarian roots and contemporary relevance. The brief centred on establishing a clear visual framework across photography and set design, drawing from references of functional labour, repetition, and everyday environments that are utilised and cherished. Emphasis was placed on casting, location, and material detail, allowing the garments to be read through use rather than styling. The resulting work presented the collection in a grounded, functional context, reinforcing the brand’s workwear ethos while maintaining a clean sensibility. The imagery was developed to function across digital and print contexts, maintaining cohesion at multiple scales. This ensured the work could be deployed flexibly without losing its grounded, utilitarian tone.