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Harrods isn’t one thing.
It’s the people who make it.

Harrods · Employer brand

Creative concept, art direction, film ·
created agency-side, for Harrods

(Client) Harrods
(Asked for) An employer proposition that matched the real people inside
(My part) Concept Art direction
A wall of framed posters in a Harrods staff lounge: we are human, we strive to exceed, we build trust, we take pride, we are one, each on a portrait of a colleague

(The brief)

Warm, not exclusive, and true
to what actually happens there.

Harrods wanted an employer proposition that matched the real people inside the store.

(01 · The reframe)

Harrods isn’t one thing. It’s made by the people who work there, each one different, and it’s them coming together that makes it what it is.

So instead of selling the polished brand, I wanted to show the people behind it, and the care they bring.

Framed poster by the Harrods recruitment entrance: we are human, over a portrait of a doorman in green
One value, one colleague, at the recruitment entrance
The people promise book: leading the way, delivering the art of the possible through our values and people promise, with a grid of colleague portraits
The people promise book
Book spread: our promise to our people, opposite a portrait of a doorman in Harrods green
Our promise to our people
Book spread: our people promise, opposite a portrait of a colleague on the shop floor
Our people promise, uniquely you, together Harrods

(02 · The film)

The film was shot overnight in the empty store, before opening. Staff moving something two centimetres so it sits right. Getting a display exactly so, for customers who’ll never know the difference. All the tiny human decisions behind something that appears effortless.

Then the lights come up, and the people who do it tell their own stories. Their own words. Real staff, not actors.

(03 · What they said)

One of them says it better than any employer proposition could:

“Harrods is me.
I’m Harrods.”

Harrods staff, on camera, in their own words

Find why people aren’t doing it. Then build the thing that makes them want to.

annaliisa@tinyforce.cc

The diagnosis + the creative direction to make it real. One week to find the problem. Then the idea, the art direction and the work to answer it.

(More work)