CREATIVE DIRECTION: JASMINE JETHWA

In Winter 2025, I worked alongside the Jasmine Jethwa as creative director, helping to shape the visual identity for a new phase of her music.

Together we developed a visual language rooted in romantic realism — combining harsh natural landscapes with a stormy, dusk-toned palette, and drawing loosely on the imagery and symbolism of the tarot deck. The project was conceived as a single rollout and visual world, in which striking rural set-pieces reflect the emotional terrain of the songs.

We began by developing a bank of references spanning tarot imagery, romantic painting and contemporary documentary filmmaking. From this we built a set of aesthetic and thematic guidelines for the campaign, which informed a series of visualisers, single artwork and supporting materials.

As part of the project, I directed a trilogy of visualisers in which Jethwa navigates different elemental landscapes, crawling through mud, launching herself into open sky and treading water in the Atlantic. Alongside the films, I worked with Jethwa to commission and develop additional materials inspired by the visual world, including merchandise and a custom tarot deck extending the imagery of the campaign.

Visualisers

Ladybird

If You Don’t Know

I Believe in Love

Single Artwork

Commissioned

Tarot Cards

by Jeff Wode

Merchandise

by Dougal Gray