She/Her
This campaign puts IKEA’s most affordable and best-selling range at the heart of the story by focusing on emotion rather than price by using humour-led storytelling and playful pet behaviour to capture the relatable chaos of everyday life at home. By highlighting universal moments like pets claiming sofas or hiding under furniture, it creates broad appeal beyond pet owners, while resonating strongly with first-time homeowners and budget-conscious shoppers. The campaign reframes affordability as something joyful and aspirational rather than a compromise, naturally showcasing IKEA’s core strengths of durability, comfort, functionality and adaptability. At its core, it reinforces the idea that great design isn’t about expensive furniture, but about creating a home that feels warm, lived in and genuinely enjoyed.
This project is in collaboration with Ruby Freer.
The campaigns aim is to relieve the anxiety caused by societal expectations of having your life figured out by 30. This pressure can make people feel behind, lost or unworthy simply because their path isn’t as perfect as they planned. The Third Decade wants to challenge the idea that success, happiness or purpose has an expiration date, and instead celebrate the beauty of evolving at your own pace. Through authentic storytelling with real photography, open conversations and a touch of humour, the campaign empowers people to embrace the uncertainty of their journey, find comfort in a community and realise that there’s no “right” path to follow because lets be real no one has it all figured out: and that is perfectly okay.
Grounded in the values of unity, transparency and reality, our campaign encourages open conversations, genuine human connection and support among those navigating the uncertainties of adulthood. By using witty language, not only does the campaign turn the serious and daunting topic of anxiety into something more approachable and human, but the humour helps to take the pressure off life’s so called ‘deadlines’. Wit allows us to connect with people on a real level, offering comfort and perspective. The Third Decade is about laughing through the chaos, finding truth in the irony, and reminding everyone that life doesn’t always go to plan.
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This visual concept uses collage to visually represent the work that Secret 7″ does in supporting children affected by war. Layered materials, textures and hand drawn elements symbolise disruption and conflict. These darker, fragmented visuals are contrasted with vibrant colours and musical imagery, symbolising hope, healing and resilience. The inclusion of vinyl records references the project’s unique format, where music and artwork merge to raise awareness and funding for vital causes. Overall, the piece aims to highlight the transformative power of creativity and music, communicating a message of community, recovery and emotional support for children living through these difficult circumstances.
Rock On is a brand built to help a generation relive the music and reignite the moments that shaped who they are. Designed for 55–65 year olds who may feel socially disconnected or miss the sense of community they once had Rock On’s purpose is to create a space where nostalgia, rock culture and genuine connection blend into a shared experience. It’s not just an opportunity to crank up the volume and relive the energy of the 1970s: it’s also a platform for storytelling, reminiscing and forming new friendships with people who share the same passions. The brand invites this generation to a series of welcoming events titled ‘The Rock On’ to celebrate their past, honour the moments that shaped them while building a vibrant, like‑minded community that they can be part of today.
