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, for ever.
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 between 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).

The campaign rolled out across cinema, video-on-demand, YouTube, Instagram, TikTok , Facebook, and large-format OOH. After we launched the new brand platform, influencers picked it up, creating their own content around Space to Feel and amplifying the campaign across social.

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People are still asking where they can buy that backpack.