Wishmas Launch Campaign & Show Graphics

Secret Cinema

The Brief

To lead 2D creative direction across launch campaign and show graphics for Wishmas, an original Secret Cinema IP that took guests from the Old Bauble Factory near Waterloo to the North Pole through a magical journey of wishes, robins, Wishkeepers and sky trains. The challenge was twofold: first, to make audiences curious about a story they had never heard of, then to make that world feel coherent, usable and believable once they arrived. The campaign needed to protect enough mystery to invite discovery, while the in-world graphics needed to support story, navigation, operations and family audience clarity across a completely new festive universe.

Insight

Objective:

Original worlds are built twice: first in the imagination, then in the room. Wishmas needed a campaign that made people feel there was a magical journey waiting for them, and a graphic system that made every small detail inside that journey feel like it belonged there, from sky train signage to workshop instructions and festive wayfinding.

To lead 2D creative direction across launch campaign and show graphics for Wishmas, an original Secret Cinema IP that took guests from the Old Bauble Factory near Waterloo to the North Pole through a magical journey of wishes, robins, Wishkeepers and sky trains.

The challenge was twofold: first, to make audiences curious about a story they had never heard of, then to make that world feel coherent, usable and believable once they arrived. The campaign needed to protect enough mystery to invite discovery, while the in-world graphics needed to support story, navigation, operations and family audience clarity across a completely new festive universe.

I led the overall 2D direction across Wishmas launch campaign and show graphics, helping introduce Secret Cinema’s original festive IP before guests arrived and then making the world feel coherent once they entered it. My role spanned campaign key art development, content team direction, visual language development from scratch, stakeholder approvals, artwork handoff, supplier liaison and hands-on design across the Bauble Factory branding system, Sky Train signage, North Pole workshop, bauble-making signage, café graphics, partnership booths, costume support and gift shop/merch, while leading other designers across additional signage, photo ops, train station branding, Wishkeeper graphics, interactive puzzle elements and Christmas market environments.

Head of 2D Design - André Harris Jr

Designer - Natasha Thomas

Creative Director - Elgiva Field

Creative Associate Director - Michelle McMahon

Show Designer - Julie Landau

Creative Associate - Manreeve Dhothar

Production Assistant - Ruby Carbonell

Creative Apparel and Merchandise - Becky Bevan, Alex Hart

Partnerships Manager - Phoebe Owen

Photographer - Luke Dyson

Role & Credits

I led the overall 2D direction across Wishmas launch campaign and show graphics, helping introduce Secret Cinema’s original festive IP before guests arrived and then making the world feel coherent once they entered it. My role spanned campaign key art development, content team direction, visual language development from scratch, stakeholder approvals, artwork handoff, supplier liaison and hands-on design across the Bauble Factory branding system, Sky Train signage, North Pole workshop, bauble-making signage, café graphics, partnership booths, costume support and gift shop/merch, while leading other designers across additional signage, photo ops, train station branding, Wishkeeper graphics, interactive puzzle elements and Christmas market environments.