“Life outside the 9 to 5”
Owen partnered a lifestyle blogger with Fat Face to create authentic, family-focused content for Easter 2018: location-scouted photography, brand-voice copywriting, and a complete influencer management programme delivered from brief to publication.
Fat Face wanted blog content that felt genuinely lived-in, not staged. The brand's positioning, "Life outside the 9 to 5", demanded stories told by real people having real experiences in Fat Face clothing. Stock photography and listicles would not cut it.
Owen's job: find the right voice, scout the right locations, direct the photography, shape the copy, and deliver publication-ready content that made Fat Face's audience want to grab their coat and get outside.
Create blog content that felt authentic to Fat Face's outdoor, family-first brand without looking like a fashion shoot or reading like an advertorial.
ABC1 families, 30-45, who value experiences over things: weekend explorers, coastal walkers, and parents who would rather be outside than scrolling.
Position Fat Face as the brand you reach for when the plan is no plan: road trips, beach days, Easter hunts, and everything in between.
Owen managed the full pipeline from content strategy through influencer sourcing, location scouting, art direction, copy editing, and final delivery. The workflow followed three clear phases: define the content proposition with Fat Face, source and brief the right blogger, then direct, edit, and deliver two complete blog posts with original photography.
Defining the content proposition and editorial direction for Fat Face's blog.
Established four content pillars rooted in Fat Face's brand DNA, giving every piece of content a strategic anchor.
Owen began by interrogating Fat Face's brand positioning, target personas, and content objectives. Through collaborative workshops, we mapped out the relationship between brand, product, and lifestyle content, arriving at the "Live Now" proposition: if you are not living life outside 9-5, you are not really living.
We identified four content territories, each designed to serve a different emotional need while keeping product as the enabler rather than the hero. The territories spanned from everyday inspiration ("Smile Every Day") to aspirational action ("Make It Happen"), with weather and seasonality woven throughout to keep content perpetually relevant to a UK audience.
Finding the right voice: authentic, family-focused, editorially capable.
Identified and contracted a lifestyle blogger whose family, location, and photographic eye were a natural fit for the Fat Face brand.
Owen researched and shortlisted bloggers from the UK's top parenting and lifestyle networks. The brief was specific: we needed someone who could write and photograph to a professional standard, whose family life genuinely reflected the Fat Face ethos, and who lived within reach of coastal and countryside locations.
Each candidate submitted a synopsis and moodboard. We evaluated on editorial quality, photographic style, audience alignment, and logistical fit. The selected blogger brought a pre-existing aesthetic of "slow living" that mapped perfectly to Fat Face's brand world: woods, kitchens, road trips, and seaside days.
Location scouting, photography direction, copy editing, and delivery.
Delivered two fully produced blog posts with 29 original photographs, edited and ready for Fat Face's platform.
Owen directed two distinct content pieces. The Easter blog captured a family embracing the season: egg hunts in the garden, chocolate nest baking, beach adventures on the coast, and a proper family walk. The Spring blog took a broader view, celebrating longer days and the itch to get outside after a long winter.
Every image was art directed to feel candid rather than composed. Fat Face clothing appeared naturally throughout: jackets zipped against coastal wind, hoodies on the pier, wellies in the mud. Owen handled all copy editing, ensuring the blogger's authentic voice stayed intact while meeting Fat Face's tone, SEO requirements, and brand guidelines.
Each territory gave Fat Face a distinct editorial lens, all anchored to the "Live Now" proposition. Content could flex across seasons and formats while maintaining a consistent brand position.
Inspiring action in the moment: things to do this evening, this weekend, right now.
Finding the fun, the unique, and the special in simple everyday moments.
Embracing UK weather as a feature, not a bug. Whatever the forecast, get out and enjoy it.
More aspirational: dream, plan, and take the first step toward something new.
A complete guide to Easter with the family: egg hunts, road trips, beach days, baking, and crafting. Written and photographed by our selected lifestyle blogger, wearing Fat Face throughout.
Celebrating the shift in seasons: longer days, lighter evenings, and the itch to get outside. A broader lifestyle piece designed to carry Fat Face through the spring editorial calendar.
This was not an AI project. It was hands-on content production: real locations, real families, real photography. But the learnings from this campaign, and dozens like it, are now embedded in the Yippy AI toolset. Every decision Owen made manually on Fat Face is now a principle our AI agents apply at scale.
The instinct for matching brand world to physical environment (coastal for energy, countryside for calm, domestic for warmth) is now codified in Scout's location-matching logic. When Scout recommends a setting for a brand shoot, it draws on the same principles Owen applied when choosing beaches and country roads for Fat Face.
Fat Face's brief demanded copy that felt personal, not branded. That tension between authentic voice and brand compliance is exactly what CopyMate now resolves at scale: maintaining a writer's natural tone while hitting brand guidelines, SEO targets, and editorial standards.
The "real people, real moments" photography direction, candid over composed, product as enabler not hero, became a foundational principle. Spark now applies this thinking when generating creative routes: it prioritises story over product, knowing that authenticity drives engagement.
Owen has been doing this work since 1985. Every influencer brief, every location recce, every tone-of-voice correction feeds the machine. The Fat Face campaign is one thread in a much larger fabric: the accumulated craft knowledge of four decades, now available to every client through Yippy AI's nine-agent workflow.
From brief to fully validated strategy and production-ready creative, in a fraction of the time.