About
I’m Gini May, a London-based freelance First Assistant Director, Producer, Project Manager and Creative Collaborator with a love for bringing creative visions to life. With over a decade of experience across campaign management, art direction, production, and design, I thrive on taking projects from concept to completion. My background includes six years at Flannels, where I led campaigns for some of the world’s most recognised luxury brands. Now, as a freelancer, I collaborate with both global powerhouses and independent labels, tailoring my approach to suit diverse creative needs.
I’ve had the privilege of working with brands such as Selfridges, Castore, Under Armour, Yakult, Ballymore, ME+EM, and Whistles. I’m passionate about delivering seamless project execution, whether overseeing a photoshoot, managing a multi-channel campaign, or coordinating a production team as 1st AD. My goal is always to combine creativity with strategy, ensuring every project I touch makes a lasting impression.
Projects
As 1st AD on this Castore project, I had the opportunity to work with the respected boxer Hamzah Sheeraz just before his latest fight victory. Invited by close friends at Till Dawn agency to assist director Toby Jones, my role involved coordinating crew logistics, managing time-sensitive schedules, and ensuring on-set safety while maintaining a high-energy pace that aligned with Hamzah’s intensity. This project focused on capturing his unmatched power and speed, with our team collaborating closely to create a dynamic visual story that embodies strength and precision.
Invited by Nas Abraham to serve as 1st AD for an EMEA Under Armour campaign, where I coordinated schedules, managed on-set logistics, and maintained clear communication across departments. Working with professional footballers Eddie Nketiah, Anna Patten, and Pedro Porro, our team captured their unstoppable drive and energy. Proud to have collaborated with such an inspiring team, pushing creative boundaries and bringing intensity to each shot.
For a Selfridges Yellow Mag campaign with Carley Bishop Productions, I managed all locations and coordinated the day’s schedule. Working alongside photographer Hannah Moon and stylist Julia Sarr-Jamois, I scouted and secured key London locations like Trisha’s, Bar Italia, Langhans, and Selfridges. I ensured these settings aligned with the campaign’s vibrant vision, overseeing logistics and adapting to schedule changes to support a smooth, efficient production process.
Commissioned by Fabric PR and Umbro to produce and manage the campaign for their Centenary collection, celebrating 100 years of Umbro. As Producer and Project Manager, I oversaw every stage of the campaign, from concept development to final execution. Tasked with finding the best locations to reflect the campaign’s narrative, I chose spots in Manchester's Northern Quarter that subtly referenced the area's street art, music, and historic "cottonopolis" roots, where Umbro was originally manufactured. I ensured seamless coordination of resources and talent, bringing the creative vision to life with a distinctive style that fused mixed media photography and visual storytelling.
Commissioned by Office to project manage the Nike “Bliss” campaign, overseeing the entire process from concept to execution. Directed and photographed by the talented Nas Abraham who I work with regularly. My role included creating a detailed schedule for both on and off-set activities, managing call sheets, coordinating deliverables, and ensuring smooth communication across teams.
Work Experience
As Campaign and Creative Lead at FLANNELS, I oversaw end-to-end campaign management, from concept development to execution, for a leading luxury retailer. In this role, I led a multidisciplinary team to deliver high-impact campaigns for a portfolio of globally recognized brands. As a core member of the team, I contributed significantly to establishing FLANNELS as a prominent brand within the UK market. My responsibilities included art direction, strategic planning, and the production of multimedia assets tailored for TV commercials, out-of-home (OOH) displays, digital platforms, and social media. I collaborated closely with photographers, stylists, and external creative agencies, bringing brand visions to life while aligning with market trends and company objectives.
Additionally, I had the privilege of working with talent such as RAYE, Jourdan Dunn, Headie One, AJ Tracey, Cosima, Kojey Radical, and many more, enhancing the reach and resonance of each campaign.
Key Achievements:
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Successfully led high-profile campaigns for luxury brands including Gucci, Burberry, Prada, and Balenciaga, enhancing brand visibility and engagement across diverse platforms.
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Developed adaptable campaign concepts suitable for TV, OOH, digital, and social media channels, ensuring consistency and creative excellence across all touchpoints.
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Strengthened FLANNELS' creative identity by introducing innovative visual strategies and fostering collaborative partnerships across the luxury industry.
Exhibitions
A project I've been part of since 2015 which started in 2004 with a group of photographers from Central St Martin's. As one of the 24 photographers I participate each year by documenting the sign of the times in 1 of 24 hours every new year which will showcase 24 photographers work and will go on for 24 years.
24 hours. 24 photographers. 24 images. 24 years
Education
2:1
Merit
A Levels - Photography (A), Textiles (A), Business Studies (B), History of Art (C), English Language (C)
GCSE's - A A A A B B B B C
City & Guilds - Culinary Skills - Distinction