Creating an Editorial Campaign with Modern Barber

Creating an editorial campaign

The strongest creative campaigns do more than showcase a finished result.

They reveal the thinking, craftsmanship, and people behind the work.

In September 2023, UNDERFOUND Studio collaborated with Modern Barber, the UK's leading barbering publication, to produce a creative editorial campaign designed to celebrate contemporary barbering while highlighting the artistry and creativity within the industry.

The project combined photography, editorial storytelling, print media, and video content into a single integrated campaign, creating a body of work that could engage audiences both within the industry and beyond it.

From the outset, the objective was to create something that felt authentic to the culture of modern barbering while delivering the visual impact expected from a national industry publication.

Craftsmanship, individuality, expression

The creative concept centred around craftsmanship, individuality, and personal expression. Rather than simply documenting haircuts, the focus was on capturing the creative process, the attention to detail, and the personalities that shape the industry.

Every element of the shoot was carefully considered, from styling and composition through to lighting and post-production. The goal was to create imagery that felt editorial in nature, balancing technical excellence with a strong visual identity that would stand out both in print and online.

Print and digital feature

The resulting photography became the centrepiece of a feature published by Modern Barber, appearing across both digital and print formats. The editorial provided an opportunity to showcase not only the final imagery but also the ideas, inspiration, and creative thinking behind the project.

Behind-the-scenes film

Alongside the magazine feature, UNDERFOUND Studio produced a behind-the-scenes video campaign that documented the production process itself.

This additional layer of content offered audiences a more immersive perspective, allowing them to see the collaboration, preparation, and craftsmanship that went into creating the final work. By capturing the atmosphere of the shoot and the people involved, the video transformed the campaign from a static editorial feature into a broader story about creativity and collaboration.

The behind-the-scenes content was distributed across social media platforms, extending the reach of the campaign and creating engagement long after the publication had gone to print.

An integrated approach

By combining editorial photography, written storytelling, and video production, the project created multiple touchpoints for audiences to engage with the work. Each format served a different purpose while contributing to a consistent overall narrative.

For UNDERFOUND Studio, the collaboration demonstrated the value of integrated content creation. Rather than producing individual assets in isolation, we developed a complete campaign that could live across print, digital media, and social channels while maintaining a unified creative direction.

The result was a successful partnership with one of the most influential publications in the barbering industry, delivering content that celebrated creativity, strengthened industry visibility, and showcased the power of thoughtful storytelling through multiple mediums.