The Famous Pheasant
Campaign // Everyday lifestyle, rooted in city & countryside
The Famous Pheasant is a British lifestyle brand with quality at its core. Designed for the modern countryside generation, their audience of 18–35 year olds live between the fields and the city, balancing outdoor traditions with everyday life. With a refined identity and new Shopify ecommerce store by The Brand Muse, the brand is built for those who value comfort, versatility, and timeless style.
The Brief & Creative Direction
The brief for SS25 was to move beyond traditional product imagery and create lifestyle-led content that felt natural, aspirational and wearable. The campaign needed to resonate with a younger audience while staying rooted in the brand’s countryside heritage.
Shot across the streets, markets and green spaces of Norwich, the creative direction blended heritage countrywear with a contemporary city backdrop. From coffee stops and cycling through cobbled streets to relaxed moments outdoors, the visuals tell a story of everyday summer living - where classic pieces meet modern routines.
The Shoot & Deliverables
Led by Chloe with on-the-ground creative support from the Country Content team, the SS25 shoot delivered a versatile library of campaign imagery designed to work hard across platforms.
The final image set was created to support website content, social media, ecommerce and ongoing marketing - giving The Famous Pheasant a cohesive visual toolkit that will carry the brand confidently through the summer season and beyond.
Behind The Lens
This shoot was all about movement, spontaneity and authenticity. By working across multiple locations in one day, we were able to capture a sense of flow - outfits styled as they would be worn, moments unfolding naturally rather than being over-produced.
The relaxed pace and documentary-style approach allowed personality to shine through, resulting in imagery that feels genuine, relatable and true to The Famous Pheasant’s identity.