John Lewis “My Sonnet” Competition
Photography
The Client and Their Vision
For our assignment with John Lewis, we were asked to document the impact of their 2024 Christmas campaign, which featured a departure from tradition. In a first, their 2024 Christmas advert featured an acoustic version of “Sonnet” by Richard Ashcroft instead of a cover track. The retail giant launched a TikTok competition inviting covers of the song, with proceeds supporting the Building Happier Futures charity.
Our brief was to photograph the competition winner, Mel Raeburn, recording the track in the studio. The images needed to work across platforms like Spotify and YouTube while complementing the TikTok campaign and maintaining a professional yet relatable tone.
Execution and Collaboration
John Lewis requested a Category 3 licence, giving them the rights to use the images in perpetuity, which would help launch Mel Raeburn’s music career. We selected David Parry, a skilled and personable photographer, to capture the shoot. Ultimately, we produced polished visuals that adhered to Spotify’s guidelines and stood out in a crowded digital landscape.
The photos showcased Mel alongside the two producers and solo, striking a balance between professional industry standards and the campaign’s personal, fun tone. This approach ensured the visuals aligned with both the TikTok campaign and John Lewis’ broader branding.
Impact and Results
The images resonated widely, appearing in outlets like the BBC, The Independent, and Evening Standard. They also became key to Mel Raeburn’s Spotify and YouTube profiles, providing a consistent and polished image for her budding career.
John Lewis’ use of professional visuals was instrumental in achieving their campaign goals. These high-quality images amplified their message across traditional and digital platforms, enhancing brand credibility and engagement. The combination of polished stills and user-generated TikTok content created a cohesive narrative, solidifying the campaign’s success and extending its reach to diverse audiences.
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