BASH.COM

CHALLENGE

BASH, The Foschini Group’s (TFG) flagship e-commerce platform, launched to merge fashion, lifestyle, and convenience under one mobile-first shopping experience. The challenge was to create consistent, high-impact content across the website, app, and digital channels that resonated with diverse South African consumers while maintaining a fast-paced retail rhythm.

SOLUTION

As Senior Art Director, I led visual storytelling across key BASH campaigns — from strategy to shoot to screen. This included:

• Creating visual treatments for seasonal and category campaigns.
• Directing fashion, lifestyle, and beauty shoots — briefing and managing stylists, photographers, and crew.
• Art directing and selecting hero imagery, overseeing retouching and rollout across web, app, email, and social.
• Collaborating with copy, design, and marketing teams to ensure seamless, omni-channel creative execution. I also served as a brand guardian, ensuring all content reflected BASH’s premium, trend-forward identity while remaining commercially effective.

RESULTS

The work contributed to BASH’s rapid growth as a leading e-commerce player, with an elevated visual identity that resonated across digital platforms. The streamlined creative process enabled the team to scale campaigns quickly without compromising on quality, helping to build a polished, editorially driven brand experience in a competitive market.