Creative Direction - Spring New Arrivals

A creative concept centred on coming together for an outdoor al-fresco get-together celebrating connection, individuality, and the joy of spring within the retail destination. This shoot formed the product-focused expression of that wider narrative which was expressive in the hero brand campaign, Spring New Arrivals.

The campaign launched video first with a teaser Reel, followed by an 8-week rollout across app, homepage, paid and organic social (IG, TikTok), as well as events, community activations, and talent co-posts.