WAVY GIRLS ONLY
Project Overview
For GDS Brand's Wavy Girls Only campaign, the goal was to design a set that embodied the brand's celebration of empowered, self-made women—GDS Babes who succeed in their craft and stand out in the bustling streets of London. This campaign salutes the "boss babes," honoring their unique talents and unwavering confidence.
Director Safeen James
Producer Lorraine Brobby
Client GDS Brand
Project type Art Direction - Set Design
Art Direction
The concept leaned into hyper-pop aesthetics and early 2000s nostalgia to create a dream bedroom setting for the Wavy Girls. The vibrant, stylized environment captures the essence of GDS Babes: confident, effortlessly cool, and unapologetically bold. I incorporated a mix of neon colours, playful textures, and nostalgic details to bring this vision to life.
Set Decoration
The set was designed to feel like a visual playground, blending retro and futuristic vibes. Key elements included neon signs, metallic accents, and statement props that reflected the brand’s edgy style. The end result is a hyper-stylized space that transports viewers to a world where confidence and individuality take center stage—perfectly mirroring the spirit of the GDS Babe.
