While at Secret Cinema, I led campaign key art development for Wishmas, an original Christmas story built around the magic, ritual and emotional power of making a wish. For a company best known for immersive experiences based on established IP, this was an exciting creative shift and a distinct marketing challenge: how do you make audiences curious about a story they have never heard of, while protecting enough mystery for the world to feel worth discovering?

Working from early story beats shared by the creative team, I led the content team in developing concepts that could make the world of Wishmas feel magical before guests arrived. The strongest route centred on the idea of transporting audiences from the everyday into somewhere enchanted, using a magical train as the narrative vehicle. A bauble-shaped train tunnel set within a snowy landscape became the central visual metaphor, with layered details hinting at the journey, characters and atmosphere of the experience without giving the story away.

As the show narrative evolved, we developed a secondary campaign closer to opening, collaborating with Feast Creative to refine the concept and reveal more of the world’s lore. Across launch key art, campaign storytelling and phased visual development, the work helped introduce a brand-new festive IP with a balance of clarity, intrigue and wonder.