A summer campaign for a brand that gets it right.
The Flat Lay Co. makes the bags, pouches, and organisers that hold the things people actually use — makeup, swimwear, brushes, the small kit of a life lived properly. The brand has built its identity on imagery that reflects the women buying its products: real hands, real skin, real bodies, real ages. For their summer campaign, they cast Nyome Nicholas-Williams.
Shot at The Flat Lay Co. studio in Bloomsbury and directed by Bronwyn Wade, the campaign moves between beach scenes and studio close-ups. Bags on brown towels by the sea. Brushes spilling from a quilted pouch. A blue clear-PVC pouch held up against a bright sky next to a blue bikini. Hands reaching into a vanity-station bag full of skincare and tools. The imagery does what the brand has always done well — shows the product in use, in context, with the people who use it visible in the frame rather than hidden behind it.
Nyome is a recognised model within the UK modelling industry - who we are proud to represent - with previous notable campaigns including Dove and Vogue Italia, with a body of public advocacy that has reshaped the cultural conversation around body representation in fashion and on social media.
Her presence on a campaign signals what kind of brand has booked her. The Flat Lay Co. and Nyome are an honest fit — a brand whose creative direction already centres real bodies, working with a model whose career has demanded the industry do exactly that.
We represent Nyome for hand modelling, body modelling, and full commercial work. This is what good casting looks like when brand and talent
Campaign credits
🌺 Brand: The Flat Lay Co.
🎬 Director: Bronwyn Wade
🛠️ Production: Jasmin Manzano, Libby Walshe
👋 Talent: Nyome Nicholas-Williams, represented by Hired Hands Models
🔗 Nyome's full portfolio
🔗 The Flat Lay Co.share the same point of view.
