For Dock & Bay, I developed Summer is Coming, a digital campaign concept created as part of an interview task to demonstrate strategic thinking, art direction and campaign execution for the lifestyle brand. The opportunity was to use Dock & Bay’s bright, stripe-led identity to speak to a cultural moment charged with anticipation: the first real summer of getting back outside, seeing friends and feeling part of the world again.

The creative approach began with brand immersion, category research and macro-trend forecasting across beach towels, lifestyle content and seasonal visual culture. Inspired by the post-lockdown appetite for colour, escapism and togetherness, I developed a late 80s and early 90s beach direction that used Dock & Bay’s stripe motif as a lead visual device. Sunset linework, primary colour product stories and beach-inspired graphic treatments created a campaign world that felt nostalgic, optimistic and instantly ownable.

Across campaign concepting, visual direction, photography guidance and tone of voice, the project translated a wider social mood into a colourful customer-facing campaign. The final direction positioned Dock & Bay as part of summer’s emotional return, using friendship, nostalgia and bold visual energy to make the brand feel like an invitation back into shared experience.