A fashion-first campaign, designed to appeal to the filter-fatigued Gen X audience. In an empowering piece shot around the city centre we brought together a group of ‘real people’ to show that whoever you are and whatever your style you can find it in The Arndale.

Attitude-filled and empowering tone of voice, layered visual style and fashion-first direction all came together to create a campaign that was unmistakably Arndale.

Art direction / shoot planning / design / social