Say It With Space NK was Space NK’s 2025 Christmas campaign, beginning with the creative concept for the advent calendar and evolving into a fully integrated campaign across digital touchpoints.

As Lead Designer for Multimedia, I was responsible for translating the overarching creative concept into engaging motion-led content across paid and organic social, affiliate marketing, paid media, YouTube and in-store digital screens. My role focused on ensuring the campaign felt cohesive across every channel, while adapting the creative to suit the format, audience and behaviour of each platform.

The campaign centred around gifting, which became a key storytelling device within the moving content. Working closely with our Creative Stylist, who leads the production of our moving imagery, I helped plan and develop the video concept and storyboard. We introduced two models to create a sense of interaction, allowing products to be passed and ‘gifted’ between them, bringing the campaign idea to life in a more playful and engaging way. We shot the moving content within the same set created for the static campaign imagery, ensuring a consistent visual world across the wider campaign. Following the shoot, I developed an animated treatment using pre-created campaign assets, introducing graphic transitions between video and static imagery. These moments added movement, energy and a playful layer to the content while helping connect the different campaign assets together.

I then adapted and translated the creative across Space NK’s wider digital ecosystem, tailoring the motion, pacing, formats and storytelling for each platform. This ensured the campaign maintained a consistent creative identity while remaining relevant, engaging and effective within the specific context of each digital channel.