NI MAXINE
NI MAXINE'S MOTHER'S ARMS EP
Creative Direction, Photography, Design & Campaign Development
MOTHER'S ARMS
A long-form creative campaign developed around Ni Maxine’s debut EP, Mother’s Arms, exploring themes of identity, belonging and self-worth through music, visual storytelling and live performance.
Mother’s Arms was developed over an extended period of close creative collaboration, shaping a visual and emotional world around the project that could live across photography, live performance, artwork, rollout strategy and physical release.
Alongside the visual direction of the campaign, my role involved supporting the wider development of the project as it evolved, helping to build a body of work that felt cohesive across both sound and image while remaining grounded in Ni’s identity as an artist.
The campaign went on to receive support across BBC Radio 2, BBC Radio 3, Worldwide FM, NME, Notion and VEVO, alongside live performances across the UK surrounding the release of the EP.