Not On The High Street wanted to launch its first self-purchase campaign to shift perception from gifting to personal shopping. The goal was to attract new customers by showcasing the variety of unique, personalised products for self-purchase through a big broadcast campaign, supported by OOH, social, and digital ads.

I art directed the photoshoot and YouTube ads, crafting a compelling narrative from storyboarding to final production. The ads were directed like mini films, evoking a warm, sun-soaked summer feeling capturing a sense of carefree joy. This 360 campaign spanned video ads, OOH, taxi wraps, digital lookbook, email and paid social assets.