Zoe LINES

Senior Art Director | NEW LOOK

Zoe has had a career in fashion retail for 9 years. She currently works at NEW LOOK as Senior Art Director. 

influences

questionnaire

What was your very first job? What does it feel like to look back at it now? 
My very first job was as a Saturday girl on the pharmacy counter at Boots in Cambridge. Belated apologies to anyone who I gave healthcare advice to! I remember the uniform being a rather snazzy A-line, striped maxi skirt with a matching tunic that people regularly mistook for a nurse’s uniform. Lucky me. What I did learn though was that it costs nothing to be nice to people… clear, friendly communication is key, no matter what industry or career you work in.

Please describe, in your own words, what your current job is and what work it entails.
I’m Lead Campaign Creative (aka Ted’s Art Director), responsible for creating all campaign content including stills, moving image and social, beginning with initial concept ideas through to delivering the creative production and communicating the vision of the business on a global scale. It’s both brilliant fun and an enormous challenge. I absolutely love it.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? and which train of events did bring you to where you are today?
As a kid I was never one for dolls, instead I spent hours drawing with my dad and working in my Nan’s photography studio, watching over their shoulders as they took classic ‘90s family portraits with terrible haircuts and sheepskin rugs. I went onto train as a graphic designer, developing a love for the ‘bigger picture’, which has led me to where I am today. Looking back, I feel like I was always meant to be an art director, I just didn’t know what that was when I was younger! I feel very lucky that I have a career that I love and feel very I’m very passionate about. 

In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
For me, the key to keeping my work fresh and innovative is simple: Always do something different to any of our competitors. Take the time to really understand our brand andour customer. See what everyone else is doing and flip it on its head. Surprise our customers, raise a smile and always be memorable. Instagram is a great platform to find daily inspiration, but it’s easy to spend too much time on there, so make sure you look elsewhere too – it’s amazing how much inspiration I can find by just being observant on my commute.

If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?
Definitely this year’s Christmas campaign! We shot it last week in a big mansion in Hammersmith, and it’s our biggest campaign to date. A full 360 vision, with a massive film crew and four shoots simultaneously. We designed the campaign to be social-first, but also with a heavy accent on top-quality photography and first-class filmmaking; being in charge on a set like this was hugely demanding, but the results have been worth it. I can’t wait to reveal them! 

jury

Heritage & Innovation Director | BALLY
Creative Director | BBDO BERLIN
Head of Digital Production & Partner | BBH LONDON
VP & Creative Production | SYNEOS HEALTH
Creative Director | BOX MEDIA
Founder & Creative Director | IGWE
ECD | BEHAEGHEL CREATIVE STUDIO
Senior Art Director | SEPHORA
Creative Director | COTY
Brand Creative Director | GET YOUR GUIDE
Creative Director | BAUME & MERCIER
Creative Director | McCANN
Head of Creative | ESCADA
Vice-President | BETC
Marketing Manager | ABSOLUT VODKA
Creative Director | JAMIE BRUNSKILL
Art Buyer - Creative Producer
Head of Visual Identity | GALERIES LAFAYETTE
Creative Content Director | ESTÉE LAUDER
Editor-at-Large & Creative Director | i-D ITALY
Senior Creative | ACNE
Head of Digital Marketing | ZENITH WATCHES
Creative Development | PIAGGIO
Global Creative Lead | CLARKS
Communications Director | CHRISTIAN LOUBOUTIN
Dir. of Communications
Creative Marketing Director | MAVODI
Art & Creative Director | CAROLINA DAHER
Executive Creative Director | HUGE INC.
Creative Director | BABEL
Senior Creative Art Buyer | HOGARTH WORLDWIDE
Marketing Director | TED BAKER
Head of Image & Creative | MAKE UP FOR EVER
Art Director | L'OCCITANE
Creative Content Prod. Mngr | SAMSUNG
Brand & Creative Director | & OTHER STORIES
Executive Creative Director | THJNK
Responsable Image & Art Director | CHANEL
Global Head of Image | AMI PARIS
Chief Creative Officer | INBRAX CHILE
Crea. Dir. | SOLAR INITIAVE / BEHIND THE ARC
Art Buyer | MIMI GRAY
Art Director | COTY LUXURY
Brand Strategy | VOLKSWAGEN
Art Director Image | STUDIO LH
Head of Creative | GRAFF DIAMONDS
Art Director Creative | FACEBOOK
Crea. Services & Experiential | VERSACE
Senior Art Director | PVH
Creative Lead | GOOGLE
Creative Specialist | LEGO
Marketing Director | WARNER MUSIC
Campaign Development | MERCEDES BENZ
Art Director | CARTIER
Art Director | PUBLICIS LUXE
Creative Director | UNILEVER
Owner | FASHION COMMS GMbH
Image Director | AZZEDINE ALAÏA
Executive Creative Director | OGILVY
Senior Creative | I-D & VICE+
Creative Lead | IKEA
Senior Art Director | NEW LOOK
Senior Producer & Content Project Manager | AKQA
Creative Director | PENTAGRAM
Creative Art Director | DLV BBDO
Art Director | CONDE NAST
Senior Producer Coordinator | LUXOTTICA
VP Marketing & Branding | VESTIAIRE COLLECTIVE
Creative Director | ARCHITECTURAL DIGEST
Founder | STUDIO M
Communications Director | M6
Head of Photography & Illustration | ST LUKE'S
Chief Crea. Officer | WUNDERMAN THOMPSON
Senior Mgr, Creative Shoot & Production | ADIDAS
Head of Brand Content | ROSBEEF
Head of Creative | ELEMIS
Exec. Creative Director | SCHOLZ & FRIENDS
Founder | WHALE AMSTERDAM
Content Partnerships Manager | WETRANSFER
Director International Public Relations & Cultural Affairs | MONTBLANC
Creat. Dvpt Marketing Mngr | COCA-COLA
Global Brand Com. Director | PUPA MILANO
Communications Director | SHY ZEBRA
Content Manager Benelux | ROOSENSTEIN
Marketing & Communications Strategy Consultant
Creative & Brand Content Expert | CLUB MED
Creative Director | ROSAPARIS
Global Creative Strategist | SERVICEPLAN
Marketing Director | MONDELEZ
Art Director | ROSAPARK
Digital Marketing Lead | MCDONALD'S
Partner | SERVICEPLAN
Head of Product Marketing | PENHALIGON'S
Art Director | GOOGLE, ART & CULTURE
Creative Communications Dir. | TAG HEUER
VP Creation & Product | TAG HEUER - LVMH
Executive Crea. Director | PUBLICIS GROUPE
Marketing Creative Director | BOTTEGA VENETA
Founder | GLOW UP
Brand Strategy & Creative Marketing Consultant
Creative Director | SAATCHI & SAATCHI ZÜRICH
Freelance Global Brand Communications Manager | ADIDAS
Exec. Creative Director | SERVICEPLAN
Creative Director | AER SCENTS
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