national trust
space to feel

The National Trust has protected the UK’s coastlines, countryside and heritage since 1895, when it was set up for everyone, forever.
But not everyone knows that. Especially younger, city-based audiences who think it’s all scones and stately homes.

'Space to feel' set out to change that — a brand campaign built to introduce, not sell. A 60-second film featuring Maya and her mildly overwhelmed backpack was backed by billboards that turned city corners into countryside portals.

The campaign was a collaboration with the Trust’s in-house team, craig+bridget, and Quiet Storm. I was brought in early to help shape the creative strategy, manifesto and tagline, then stayed on to bring it all to life — across OOH and the script about a sentient backpack (which probably wouldn’t exist if I hadn’t watched AIR’s Playground Love music video on repeat as a teen).

My favourite YouTube comment on the film was
“Where can I buy the backpack?”