Case Study: Burnt Soul Kids Campaign — “Confidence Starts Young”

Client: Burnt Soul

Role: Creative Shoot Director

Location: Cornwall, UK

Date: September 2025

The Brief

Burnt Soul — a bold, body-positive fashion brand known for its catsuits and festival-inspired designs — wanted to launch a Burnt Soul Kids campaign to extend their ethos to a younger audience.

The goal was to create a series of photos and videos that captured the magic, confidence, and freedom of childhood, while also highlighting the sustainability and playful style of Burnt Soul’s kidswear range.

The campaign needed to feel authentic, full of movement, and aligned with the brand’s core values: confidence, colour, and conscious design.

My Role

As Creative Shoot Director, I led the campaign’s creative vision from concept to completion.

My responsibilities included:

Developing the overall creative concept and shoot theme: “Confidence Starts Young”
Scouting locations and creating a moodboard for the woodland setting
Compiling a prop list and sourcing key styling elements
Helping to cast and coordinate seven children of different ages and personalities
Writing the shot list, schedule, and script for the shoot
Working closely with Burnt Soul’s founder, Robyn Lythe, to direct every shot on the day

The aim was to ensure the final imagery felt spontaneous and full of joy — a true reflection of childhood confidence and imagination.

The Shoot

The shoot took place on a private woodland location in Cornwall — a jungle-like space with natural texture, light, and atmosphere. We enhanced the setting with Burnt Soul’s signature colours, sequins, and props to create a playful, enchanted world.

In true British fashion, the weather nearly cancelled the day — it poured with rain right up until five minutes before shoot time. But when the skies finally cleared, the forest glistened. The wet leaves and soft light created a cinematic backdrop that elevated every frame.

We captured everything from kids running through the woods and dancing in catsuits, to individual portraits radiating confidence. Each child brought their own energy and personality — no posing, no perfection, just pure, unfiltered fun.

The Outcome

The result was a vibrant, whimsical campaign that perfectly embodied Burnt Soul’s ethos.

The content was used across:

Burnt Soul’s website and blog (for SEO and brand storytelling)
Email campaigns announcing the kids collection
Social media (Instagram, TikTok, and Facebook) through short-form videos and behind-the-scenes footage

The shoot has since become a cornerstone of Burnt Soul’s Confidence Starts Young initiative, helping to expand the brand’s audience and showcase its commitment to sustainability, creativity, and self-expression.

Reflections

This project perfectly encapsulated what I love about creative direction - transforming a concept into a visual story that connects emotionally with an audience.

There’s nothing quite like seeing an idea come to life through collaboration, storytelling, and a touch of unpredictability (especially when you add kids, glitter, and British weather into the mix).

It’s this blend of strategy, creativity, and spontaneity that I aim to bring to every campaign.