After securing the M&S account for a second time myself and the team set to work on establishing a new enduring platform - as product underwent a huge overhaul to bring M&S to the fore as a serious fashion player we needed to introduce a platform that reflected M&S’s bold new direction.

Anything But Ordinary set out to reframe M&S as more stylish, inspiring and modern. By showcasing their rebooted product in surprising and energised ways, we needed a platform that could attract new, younger audiences - while also flexing to cater for their heartland older & less trend - led customer.

The platform spanned every touch point of the company, and helped inform not just marketing but behaviours, product development and beyond.

The platform was co-executed with the in-house team and has since been reinvented again and again by multiple teams agencies and suppliers and it’s effects are still visible across the business.

Role: Creative Director