Hope Macaulay Christmas Campaign

Our collaboration with Northern Irish knitwear designer Hope Macaulay allowed us to experiment creatively. Known for her bold colours, oversized textures and commitment to sustainable fashion, Hope’s work naturally lends itself to a playful and expressive visual approach.

Directed by Eilís Doherty, the film set out to capture the joyful spirit behind the brand. Hope’s designs sit firmly in the world of “dopamine dressing” — fashion that celebrates colour, personality and fun — so the creative direction leaned into that idea from the start. The goal was to create something energetic, slightly surreal and intentionally a little silly, reflecting the sense of freedom and individuality that Hope’s knitwear represents.

Inspired by Elton Johns music video for "I'm Still Standing" the production embraced a vibrant, light-hearted tone, building a world where colour and movement could take centre stage. Director of Photography Ronan Nissenbaum helped shape a bright, tactile visual style by shooting on 16mm Kodak 250T, that allowed the textures and sculptural shapes of the knitwear to really stand out on screen. Score and sound design by Wastefellow, inspired by 80s inspirational music , helped drive the playful pace of the piece, while colour grading enhanced the rich palette that sits at the heart of Hope’s aesthetic.

Projects like this are a reminder that fashion films can be spaces for experimentation and creativity. For us at Tiny Ark, it was a pleasure to collaborate with such a distinctive designer and help translate her world of colour, craft and sustainability into a visual story.