In December 2012 I received a phone call from 101, a creative agency in London, asking if I would be interested in doing an advertising campaign for Kettle Chips. Having never done an ad campaign before and being a number 1 crisp fan I was intrigued. A new opportunity to exhibit my embroidered art and illustration out there in a new format. An exciting challenge and collaboration for 2013.
For the first stage of this commission I designed a 'treatment' of ideas and some sample embroideries which secured the project. I began to study vegetables and various ingredients, drawing from life and also photocopying slices of vegetables on the photocopier. The crisp packets were much more challenging and I began the slow process of embroidering 6 packets and all the logo details using paint, applique and thread combined. It was important to maintain a spontaneous and handmade finish which would photograph well and stand out in a printed format.
The combination of my hand made work, 101's design and a committed client team over at Kettle has resulted in a colourful and wide reaching advertising campaign which reaches as far as Belgium, The Netherlands, Italy and Sweden. Kettle chips, 101, Kirsty Allsopp and I are running a nationwide Craft Competition in conjunction with this launch and promotion of the 'handmade' so please see my films page for Kettle footage.