This project was created for Spitalfields Market for London Fashion Week, featuring designer Jack Irving and presented by On|Off London. The video was displayed on screens around the market during the event, showcasing Jack’s wearable art and hyper-real designs as part of the wider fashion week celebrations.

The starting point for this piece was actually a previous Valentine’s Day video I had already made for Spitalfields. That original video was designed to celebrate Valentine’s Day at the market and highlighted a selection of trader products with a romantic theme. It was produced in After Effects and delivered in both 16×9 and 9×16 formats for use across different platforms. One of the main visual moments in that version involved animating a still image of a young man and woman moving towards each other to exchange a Valentine’s gift, which made for a playful and light-hearted edit.

Because London Fashion Week fell around the same time as Valentine’s Day, Spitalfields asked if the existing content could be adapted to also support the fashion week activity. While the two events were not directly related, it made sense to repurpose and evolve the original video into something that could work as a two-in-one solution.

For the Fashion Week version, the video was reworked to better align with Jack Irving’s visual style. I introduced chromatic aberration and other subtle distortion effects to give the piece a more fashion-led, experimental feel that matched his work, while still keeping it readable and effective on large digital screens around the market.

The final result allowed Spitalfields to extend the life of the original Valentine’s campaign while also promoting their London Fashion Week programming, adapting an existing edit into something appropriate for a very different context.