Photobox had shifted toward product-led messaging, losing the emotional storytelling that once differentiated the brand. In response, we developed the year-long platform “Don’t Just Take It, Make It,” repositioning the brand around meaningful everyday moments rather than product features.
The summer campaign brought this to life through a natural, reportage-style narrative following one family across the season, combining genuine moments with clear product storytelling to show how memories could become something lasting.
As Creative Lead, I shaped the platform direction and led the work from concept through to shoot direction and integrated rollout across TV, digital and product experiences in the UK, France and Spain, working closely with Ruffle on creative development and production.
Directed by Dean G Moore
