Creating unique concepts with meaning ~ resulting in stunning visuals.

A versatile creative, and strong conceptual creative thinker, Lauri conceives striking creative concepts and provides design / campaign development, art direction, set design, set / prop styling, and shoot production from concept through to delivery. Working freelance, Lauri is happy to work solo, or as part of a team (with copywriters, directors, photographers and other creatives) to develop the vision into high-end campaign visuals. She focuses on how the customer will receive an image, originality in concept and is commercially focused.

Freelance Creative Director / Art Director

From concept to publication : Concept origination / Art Direction / Creative Direction, Proposal / Visuals, Planning and Budgeting, Sourcing / Casting, Collaboration Management and Logistics, Production Design, Set Design and Styling, On-set Management and Creative Direction, Image curation. For editorial, advertising, social campaigns, product range launches, catalogues, lookbooks, etc. 

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Freelance Set Designer

As a set designer Lauri starts with the creative concept (conceiving it / being provided with it) and creates / coordinates the look and feel of the set, creating a cohesive scheme / setting that directly supports the concept of the brand. Lauri is well known for producing exacting, communicative mock-ups to illustrate the intended set design and resulting imagery. Sourcing accurate, often original / time-accurate props is her passion, and extensive research plays a large part in this. Lauri designs and manages the set during the shoot.

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Freelance Set / Prop Stylist / Soft Stylist

As a set / prop / soft stylist, Lauri creates beautiful and often intriguing and humorous worlds for shoots, sourcing unique and highly-researched props. She brings an idea to life, working across multiple platforms including editorial, advertorial, social and digital content.

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FOR Fashion, Beauty & Wellness, Products, Editorial, Still Life, Advertising, Food & Drink, Lifestyle and more.

“My passion is to create super stuff for your eyes - sometimes pretty, sometimes thought-provoking, sometimes sublime, sometimes ridiculous. This could be when devising a full campaign concept, creating an image, styling products or interiors, applying a story to an image, or an image to a story - depicting the voice of a brand visually. In my opinion the conceptual root and project pragmatism required comes from the same place, and can be applied anywhere. Vogue magazine has brought me up and I am an avid consumer of aesthetics which make your pupils dilate, heart soar / sore and generally isn’t essential for life, but is totally essential for living. I love my pals, cars, dogs, headpieces, sunglasses, filing, attention to detail, the English language, world languages, cultures, and the ‘I was supposed to pick up Carl’ meme.”

- Lauri

2020 -
Freelance Creative & Art Director / Set Designer / Shoot Assistant
Working with Burberry, Country Homes & Interiors (Future plc/Lucy Gough), Jimmy Choo (The Wall Group/Derek Hardie Martin), George at ASDA (CoelhoComms/Sally Cullen), Habitat (Zest Production/Rebecca de Boehmler), HELLO! Magazine, WooWoo.
Photographers (Trevor Leighton, Jacob McFadden, Oliver Perrott, Emma Phillipson, Mike Ford, Mark Wildsmith, IP Smith, etc).

2008 - 2020
Company Director (multilingual B2B communications / campaigns)
Working with ABF, BBC, boohoo, Crafts Council, DIT, Fitbit, Fortnum & Mason, George Pragnell, Graham & Brown, Jamie Oliver, Jaywing, Hitachi, Lady Gaga’s HausLabs / Amazon, Le Tour de France, Max Factor, Mercedes-Benz, Oreo, PFA and Sky.
Represented Sheffield in Kawasaki City, Japan (celebrating 20 years of Friendship delegation with Mayor Takao Abe), ran the UK’s largest Women’s Networking event (at the time) including keynote speakers Janet Street-Porter and Lynne Franks. Ran Concept Pitching Workshops, M.Sc. Organisational Change & Consultancy, Sheffield Hallam University, Entrepreneur Of The Year award winner, featured in Tales From The Glass Ceiling by Jo Haigh and on Living TV.

Project Assistant : Bureau Betak for Victoria’s Secret, Vivienne Westwood (Museums Sheffield), AEI Drum & Bass Arena / Detonate, Dolly Parton Imagination Library.

Studies & CPD
Art Direction for the Fashion Industry (Manuel Ridocci)
Luxury Communications (Institut Français de la Mode IFM Paris)
Art Direction, UAL London Chelsea College of Arts (Giulio Mazzarini)
Professional Interior Stylist & Plan, Style and Shoot (Lucy Gough)
Visual Merchandising & Display, UAL London College of Fashion (Sarah Manning)
Dark Design (Abigail Ahern)
BA (Hons) Design Studies, Nottingham Trent University
HND Interior Architecture, Regent London

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