injecting human moments into homewares for Maxwell+Williams

Role: Creative & Art Direction // Production // Copy

Maxwell & Williams sought a refreshed brand platform to strengthen its emotional connection with consumers and highlight the joy in life’s everyday moments. The task was to develop a campaign that felt both relatable and aspirational, showcasing how the brand’s tableware could bring warmth and elegance to small daily rituals.

At Do Collective, we developed the concept “Here for the Little Things,” centering on genuine, intimate moments at home, and created a cohesive visual palette with soft tones, natural light, and an emphasis on real homes and families, reinforcing authenticity and inclusivity.

What we made;
The campaign was multichannel, and optimised for social, digital, in-store.
optimising the shoot to collect social content alongside the shoot as Gifs, Stills along with ambient video content to create a comprehensive toolkit of assets to maximise our budget.

The campaign relaunched Maxwell & Williams with a distinctly human voice, elevating everyday rituals into memorable experiences, with a smile.

The series of vignettes is designed to be expandable year on year, season on season, range on range. Finding human stories in everyday events, big and small. Exploring the ‘little things’ that make living a life.

We also made a campaign launch video to celebrate.