Direct a retro-inspired campaign rooted in the nostalgia of 1970s British seaside holidays, drawing from the warmth, imperfection, and spontaneity of old family photo albums.

Using candid compositions and documentary-style framing, the campaign captured moments that felt remembered rather than staged; wind-tousled hair, striped deckchairs, melting ice creams, and unselfconscious joy.

The resulting imagery was deployed across e-commerce, paid social, catalogue, wholesale, POS, and press. The campaign delivered strong product visibility while driving engagement growth across digital platforms and supporting seasonal sell-through.

Emotional storytelling established a heritage feel yet contemporary visual language that strengthened and reinforced longterm brand positioning.