SEÁN FRAYNE

The Brief:

Explore the themes of carefree adventure and escapism, inspired by the lyrics of Sonoma Coast; building castles “on the sands of time,” rushing “towards a starry sky”. The creative should evoke long summer evenings by the ocean, sunset drives, salty air, windswept hair and the freedom of getting lost with loved ones. Warm, nostalgic and cinematic in tone.

The Direction:

To evoke the feeling of the song, I developed three distinct themes. The first centred on the sense of adventure that comes with a spontaneous road trip. The second focused on the magic of golden hour at the beach, chasing the last light of the day. The third brought these coastal influences into the studio with bold colour, silhouettes and projected images.

Contributions:

Seán Frayne: Creative Direction, Styling, Wardrobe, Location Scouting, Retouching (Photoshop), Video Editing & Colour Grading (DaVinci Resolve). Tom Groom: Photography, Additional Styling.

The Results:

I delivered a striking suite of creative assets spanning social and streaming platforms, that reflected the song’s nostalgic summer tone. The cohesive visual rollout helped amplify the track’s reach, supporting audience engagement and contributing to it becoming a fan favourite.

The Brief:

Launch a new collection of men’s fashion-forward business socks with a campaign that brings personality to everyday workwear. Keep the tone playful, confident and contemporary, showcasing how bold socks can add character, colour and fun to the modern professional wardrobe.

The Direction:

We explored two distinct themes; I explored a fun, formal concept while our junior designer went a more casual, playful route. We presented back to stakeholders and decided on the casual option. I had a supportive role, mentoring our junior designer through the art direction process, coordinating with our stylist and photographer, and selecting talent.

The Results:

The campaign launched successfully, delivering a fresh, fun suite of assets across web, email and social channels, with playful creative that resonated with customers. The socks-and-sandals styling became a talking point on social media, driving engagement and conversation around the collection.

The Brief:

Develop a visual world for the single “I Don’t Have The Words” that extends across album artwork, still photos and short form video for social media and a full music video. Drawing on themes of young love, nostalgia and longing, the creative should evoke a sense of regret, playing on the memories depicted in the lyrics; e.g. “city lights”.

The Direction:

I was fortunate to collaborate with artist Stephen Magsig on this project - he allowed me to use a piece from his City Lights series as the cover art. The painting’s soft bokeh effect and rich, atmospheric colour palette became the foundation for the wider creative direction, influencing the styling, lighting and imagery across the photoshoot and videos.

Contributions:

Seán Frayne: Creative Direction, Styling, Wardrobe, Retouching (Photoshop), Video Editing & Colour Grading (DaVinci Resolve). Tom Groom: Photography, Location Scouting.

The Results:

I edited and colour graded the music video in DaVinci Resolve, along with short form edits and still images (retouched in Photoshop), delivering a strong, consistent visual identity for the song. This helped to generate awareness amongst fans, resulting in over 100k streams on Spotify and 12k views on YouTube.

The Brief:

Create a full visual campaign and theme for the single launch of “Cinderella”, including a music video, short-form content, still imagery and behind-the-scenes coverage. Inspired by themes of heartbreak, transformation, and self-worth in the lyrics, the concept should take the viewer on a journey from vulnerability to confidence.

The Direction:

Combining the glamour of 1920s cinema with contemporary visual storytelling, I drew inspiration from films like The Great Gatsby and Chicago. To reflect the song’s emotional journey, I chose to incorporate interpretive dance along with a physical journey by rail, using movement as a visual expression of transformation, resilience, and empowerment.

Contributions:

Seán Frayne: Creative Direction, Concept Development, Moodboards, Styling, Storyboards, Short-form Content Edits and Retouching. Justin Kane (Director of Photography), Josh Labita (First Assistant Camera), Harpy Film (Video Edit & Colour Grade), and Chosita Jansuwan (Film Photography).

The Results:

The project delivered a polished and immersive visual identity across video, social content, and photography. The distinct creative vision successfully translated the song's themes into a cinematic visual world, contributing to a successful single launch, generating over 10,000 combined views and more than 60,000 streams.

The Brief:

Launch the first Bonds x Bluey kids collection with a campaign that captures the playful spirit, imagination and energy of Bluey and Bingo. Create fun, colourful imagery that celebrates adventure, creativity and everyday play, helping kids connect with the world of their favourite characters.

The Direction:

I wanted to recreate the world of Bluey in our photo studio, giving the kids a space to interact with a real life version of their favourite cartoon, encouraging them to play and have fun. To share this vision, I created mock-ups with custom-printed backdrops, foam-core character cut-outs and themed props. The Bluey team loved it.

The Results:

The kids had a blast on shoot day, which was reflected in the photos and videos. My team and I created a full suite of assets; landing pages, web banners, EDMs and social content for the campaign - only to have the collection sell out on day one! The phones were off the hooks, the website crashed and the buying team were scrambling to order round two.