LEWIS CAPALDI
X ASOS
(BLACK FRIDAY · 2022)
(ASOS)
So, if you weren’t a recording artist and could have a perm job at ASOS, what would it be? Creative director, photographer, makeup artist...?
Oh god no, something like creative director full-time is far too much pressure for me. You know what? I'd like to work in the canteen. Because then you get to know everybody and chat about how they are and what they’re eating, like ‘Oh, you’re having toast again, are you?’ That sort of thing. And then I can be friends with them all and get loads of free stuff.
JOIN US AS LEWIS CAPALDI ENTERS ASOS HQ AND CALLS THE SHOTS FOR A DAY. THIS MOCKUMENTARY APPROACH GETS ALL EYES ON THE BRAND AND ITS NEW 'CREATIVE DIRECTOR'...
CREDITS.
CREATIVE LEAD.
CARYS CROSS
CREATIVE DIRECTOR.
MIKE RAVEN
LC CONTACT.
JAMIE BLACKIE
STYLING.
JESS TARBUCK
STATS.
LAUNCH
2.88M VIEWS
EARNED MEDIA
127 ARTICLES
ENGAGEMENTS
231,626
Thanks for stepping in to creative-direct the shoot today, Lewis! Do you like being behind the camera, or prefer to be in front?
Generally, I hate being in front of the camera – I’m not actually a model, although I’ve been mistaken for one, of course. I'm much more of a behind-the-camera kinda guy. I don't do it often, but when I do, the magic happens. When you’ve got it, you’ve got it, you know? Today’s been great fun and the team has been brilliant, so I can’t ask for more.