Fashion World TV Adverts

This project involved writing and overseeing a wide range of DRTV adverts for online clothing retailer Fashion World, a brand operating in a highly competitive, price-driven fashion retail space.

The challenge was twofold: to showcase the breadth of Fashion World’s clothing ranges while also accommodating the heavy demands of DRTV, including sales messages, credit offers and time-sensitive promotions, without the work becoming cluttered or indistinguishable from competitors.

I wrote all of the scripts and oversaw the creative approach, ensuring that each advert balanced clarity, pace and persuasion, while still maintaining a consistent brand tone. Particular attention was paid to structure and messaging hierarchy, allowing product, price and offer information to land clearly and effectively within tight broadcast timings.

Alongside the core advertising, I proactively developed the Daily Giveaway mechanic, an idea designed to give Fashion World a distinctive promotional hook within the DRTV landscape. The concept was subsequently bought by the client and rolled out as a differentiating feature, helping the brand stand apart from other fashion retailers competing in the same response-led environment.

The work demonstrates a strong understanding of DRTV fundamentals: how to communicate value quickly, manage multiple commercial messages, and build repeatable formats that can be refreshed and scaled over time to support ongoing sales performance.