For May, the campaign embraced an outdoor, Scandi-inspired aesthetic, drawing from the trending Ganni girl look. Under the tagline "A Day in the Life", the creative centred around our girl’s daily routine—styling outfits for coffee runs, shopping trips, and time spent with friends. We used clean fonts, gridded layouts, and bold block colours to build a visual identity that felt fresh, modern, and relatable.

The hero creative featured a split screen—blending motion with product grids that showcased knitwear and denim, anchored by a value callout highlighting knitwear from $50. The colour palette reflected the freshness of the season, while also spotlighting product newness as we transitioned into the cooler months.