Joules

Photographer: Adam Fussell

We’ve had the pleasure of working with Joules, a be loved British clothing and homeware brand inspired by
the charm of British country living, for several years. Their vibrant, quintessentially British style brings a
unique energy to every project we collaborate on. Our most recent campaign with Joules continues to
celebrate their signature blend of traditional contemporary flair.

Services

Equipment hire
Crew
Location scouting and recce
Permits
Catering
Props
Fiva Applications
Accommodation
Transport
Models

The Brief

The creative direction for the Joules campaign was rooted in the brand’s iconic British country heritage. We focused on bringing to life the charm of a country-style home and garden, highlighting outdoor activities like pickleball and croquet, all in a picturesque garden setting. The prop-heavy brief called for vintage-inspired sports equipment, garden furniture, and accessories, evoking a sense of nostalgia and tradition. Tea in a beautifully manicured English garden tied everything together, perfectly capturing the essence of relaxed, countryside living.

The Solution

To bring the creative brief for Joules to life, we focused on creating a setting that perfectly embodied the brand’s countryside charm. Luckily, Cape Town offers a wide variety of British-style manors and country houses with stunning gardens. After careful consideration, our team suggested several country-style locations, and the campaign was ultimately shot at the beautiful Ballaster, Bishopview, and Heatherfields. Each location contributed to the classic and vintage feel the brand envisioned.

Leading the prop-heavy brief, our talented stylist Mandy Nash worked her magic, sourcing vintage sports equipment, garden furniture, and accessories to evoke the nostalgic, country-lifestyle aesthetic. From croquet sets to tea service in the garden, every detail was carefully curated to capture the timeless elegance that Joules is known for.