In 2019 I creatively led the winning pitch for Jacamo and then worked with the wider team to bring to life their first brand campaign for their new creative platform.

The brief sounded simple - make Jacamo relevant again and give the brand some fashion credentials…

But when you consider, Jacamo had been reduced to an insult on the football terraces due to it’s plus size legacy and lad banta aesthetic, it was no small ask…

The solution? Turn their biggest weakness into their biggest strength - instead of shying away from their plus size herritage we turned it into a badge of honour reframing “fat” as “big”.

Using a street cast of real men of stature we set about reminding our audience…

the true measure of a man is made up of his values not his waist line.

Role: Lead Creative