Hello, I’m Sam; a London based
Associate Creative Director ︎︎︎
A multi-disciplined hybrid designer & creative, an ideas generator specialising in concepting & crafting best in class campaigns, art direction and live experiences across multiple channels.
OOH campaign in Global Travel Retail
Jameson
Smoother Than
Art Direction
Creative
Copy
Design
Photography: Sam Wright
CD: Alex England
Jameson
Smoother Than
Art Direction
Creative
Copy
Design
Photography: Sam Wright
CD: Alex England
A globally scalable Duty Free OOH campaign for Jameson, rooted in the brand’s easygoing personality and its signature smoothness. Inspired by the universal frustrations of travel, the idea focused on celebrating the small “little wins” that make the journey feel effortless. Travel isn’t always the smoothest ride, early alarms, traffic jams, forgotten passports, long security queues, and baggage allowance battles all before you’ve even reached your destination.
The insight was to focus on travel’s ‘little wins’ that everyone recognises. We see the bright side of every potential travel pain point. Security queues? A hassle. But finding the fastest line? Smooth. Packing under the baggage limit? Annoying. Hitting the allowance exactly? Smooth. Wrestling for overhead space? Faff. Sliding your bag in effortlessly? Smooth. We weaved in the product by framing it as ‘Smoother Than’ these little travel wins.
This campaign draws a direct line between those little travel wins and the signature smoothness of Jameson. Because even the smoothest moments in travel can’t quite match the smoothness of the Jameson family.
The insight was to focus on travel’s ‘little wins’ that everyone recognises. We see the bright side of every potential travel pain point. Security queues? A hassle. But finding the fastest line? Smooth. Packing under the baggage limit? Annoying. Hitting the allowance exactly? Smooth. Wrestling for overhead space? Faff. Sliding your bag in effortlessly? Smooth. We weaved in the product by framing it as ‘Smoother Than’ these little travel wins.
This campaign draws a direct line between those little travel wins and the signature smoothness of Jameson. Because even the smoothest moments in travel can’t quite match the smoothness of the Jameson family.
Development / Ai Art Direction Comps
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Travel’s ‘little wins’. From finding the final space in the overhead locker to an unexpected upgrade, product sits central framing ‘Smoother Than’ these little travel wins. Visual approach:
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Travel’s ‘little wins’. From finding the final space in the overhead locker to an unexpected upgrade, product sits central framing ‘Smoother Than’ these little travel wins. Visual approach:
- Keeping tight on the product
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Showing people connection
- An energetic authentic feel
- Dynamic angles
