Swimwear365 TV Adverts
Turning a seasonal category into a year-round retail brand
Swimwear365 was created as part of a major research and innovation programme for Freemans Grattan Holdings, designed to identify and launch the next £30 million retail business. The insight was simple but powerful: despite consumer demand, swimwear was still being treated as a highly seasonal category in the UK.
The opportunity was to change that, and create a genuinely always-on swimwear brand.
I was involved from the very beginning of the project, helping to define the brand proposition, name and positioning for Swimwear365. The brand was built to challenge category conventions, reframing swimwear as something relevant year-round — for holidays, wellness, leisure, fitness and everyday confidence, not just summer.
As part of the launch, I wrote and directed a suite of TV and DRTV adverts designed to establish the brand quickly, communicate range and value, and drive immediate response. The creative approach balanced strong retail performance with clear brand building, ensuring Swimwear365 could scale sustainably rather than behave like a short-term seasonal promotion.
The work shown here represents the end-to-end creation of Swimwear365 — from brand strategy and naming through to advertising concept, scriptwriting and commercial direction, helping to turn a previously seasonal product category into a permanent, high-growth retail business.