Mcarthur glen ss25

The campaign was built around McArthurGlen’s strapline "Destination Joy." My role was to bring this positioning to life across social in a way that felt energetic, human, and celebratory.

We focused on the feeling of discovering something that makes you feel good and look great. Joy was not only in the clothes but also in the act of finding them. We approached summer as a mindset rather than a season and encouraged audiences to treat themselves just because they could. The concept of indulgence played a key role, but always with a playful wink.

The tone was confident, warm, and inviting. We avoided corporate or overly polished language and instead leaned into captions and visuals that felt current, cheeky, and emotionally rewarding.