UNIQLO Global’s social strategy was limited to repurposing ATL campaign recuts and influencer reposts, neither of which were optimised for engagement and often failed to hold the audience’s attention past the first three seconds. The challenge was clear: establish a new, effective social presence to communicate their LifeWear message through original, bespoke content, something they hadn’t attempted before.

As the Creative Director and Film Director on this project, I wanted to push the brand by bringing their products to life with a dose of human truth and fun. Since UNIQLO needed the content to look super polished and cohesive across two wildly different locations (Japan and the UK), I put together a solid visual treatment to keep everything consistent. I used my contacts to coordinate the production crew in Japan and worked closely with the internal team back in the UK.

The resulting bespoke content exceeded the performance of UNIQLO’s legacy ATL and branded content, delivering a significant uplift in engagement.

Role: Creative & Film Director