ROLE: Group Creative Director / Social Director

John Lewis 2025, what a campaign to be part of?!
A banging track, 90s nostalgia, vinyl, Alison, Labrinth, inter-generational re-connection and relationships. So much to expand into every channel.

So, what did we do…

💽 We actually made a vinyl - the A-side (the Alison original) and B-side (a reimagination by Labrinth), sleeve designed by I Love Dust.

📹 BTS mini series to explore the depth of the campaign

🥲 Seeded reaction content with family influencers that took off and became a nostalgic trend on TikTok

✨ Where Love Lives Live on TikTok with DJAG at John Lewis Westfield (900K likes in 3 hours, plus 8.3M post stream views).

💗 Micro concert with Labrinth, for parents and kids who engaged with the campaign with epic stories.