Jude whyte

CGI animations created by Rokabye

MADE – Never Ordinary Brand Campaign

During my time as Brand Creative Director at MADE, I helped shape and launch Never Ordinary, a new brand platform celebrating individuality, personal style and the unique ways people express themselves through their homes.

Working in close collaboration with creative agency Wonderhood, we translated this strategic vision into a bold, fully integrated brand campaign, culminating in an extraordinary TV commercial.

The campaign marked an exciting new creative chapter for MADE, moving beyond furniture to celebrate the personalities, passions and individual tastes that make every home truly unique.

The final TVC for the Never Ordinary Campaign, with CGI from Optical Arts.

Habitat – Made to Order Campaign

To launch Habitat’s Made to Order sofa service, I developed a series of distinct customer personas and brought their worlds to life through beautifully considered, highly stylised sets.

Each environment had its own strong aesthetic and personality, demonstrating how the ability to customise every detail of a sofa could transform a space and reflect individual style.

The campaign celebrated personal expression through design, making the possibilities of a made-to-order service feel inspiring, tangible and accessible.

MADE – E-commerce Imagery Transformation

During my time at MADE, I initiated and led a project to transform the brand’s in-house e-commerce photography, elevating both the quality and consistency of its visual identity.

Through the creation of new sets, a refined styling approach and comprehensive visual guidelines, we reimagined how products were presented online. The result was a more sophisticated, cohesive and aspirational aesthetic that strengthened the brand identity and significantly elevated the customer experience.

MADE – Holiday Creative

I led the creative direction for MADE’s Christmas gifting campaign, shining a spotlight on the brand’s more accessible, lower-priced pieces and positioning them as thoughtful, design-led gifts for friends and family.

Through considered art direction, styling and set design, we elevated everyday objects into desirable gifts, creating inspiring imagery that celebrated both the joy of giving and the temptation to treat yourself.

The result was a festive campaign that made great design feel accessible, while staying true to MADE’s distinctive aesthetic.

MADE – Designer Maker Campaign

I led the creative direction for Designer Maker, a campaign celebrating the independent brands and emerging design talent behind MADE’s curated collection of home accessories.

The ambition was to shine a spotlight on the individuality, craftsmanship and creative flair of these smaller makers, giving their products a distinctive platform within the wider MADE brand.

Through playful art direction, unexpected compositions and an unconventional visual approach, we created a campaign that celebrated originality and personality, elevating the makers and their products while reinforcing MADE’s position as a destination for inspiring, independent design.

MADE - Statement Shapes – Creative Direction

A campaign conceived to celebrate the sculptural forms and distinctive silhouettes of the designs. We developed an otherworldly creative direction, using dramatic backlit projections and bold set design to create a series of striking, almost surreal images.

Drawing inspiration from iconic album artwork, the campaign pushed beyond traditional product photography, transforming the pieces into graphic, sculptural statements with a strong editorial edge.