Islington Unboxing
The Islington Unboxing Campaign was designed to welcome newly admitted students to Islington College. At its heart of the campaign was the Islington Experience Box, a custom-curated welcome kit filled with exclusive batch-wise merchandise. While the video didn’t reveal the box contents, the intention was clear: to build anticipation, spark curiosity, and make students feel like a part of something special from day one.
Collaborating closely with my team I helped shape the campaign's creative foundation and strategic purpose. I was responsible throughout the pre-production to post-production cycle i.e developing the idea, storyboarding the video, and directing the shoot. The goal was to position the Islington box not just as merchandise, but as an emotional and community-building touchpoint.
The campaign also introduced the #IslingtonUnboxed Video Contest, an engaging, reward-based challenge encouraging students to share their own unboxing experiences for a cash prize as a reward. With the help of my team, we oversaw the creative direction of the campaign video, ensuring the visuals, pacing, and messaging aligned with the campaign’s core emotion: excitement, inclusion, and belonging.
