Role:
Creative Lead & Art Director - led the creative vision from initial concept through to final film delivery.

The Brief:
To develop and direct a television commercial for Soft & Gentle’s intimate skincare range that would communicate sensitivity and confidence with warmth and originality. The strategic objective for Soft & Gentle was to establish it as the personal care brand that understands and connects with the real needs of women. The campaign required a distinctive visual approach to stand out in a traditionally conservative category.

The Result:
A strategy-led animated TV commercial developed in close collaboration with illustrator Grace Ciao and a team of animators. From concept and scriptwriting through to final animation, I shaped the creative direction to ensure the tone felt expressive, elegant, and empowering. The finished campaign resonated strongly within the market, and the product, sold exclusively in Boots, saw a sales uplift of 300%. The project was recognised with The Grocer’s Top Campaign award in 2016.