An award-winning dream brief. I was hands-on from day one, shaping everything from the cheeky double‑entendre gardening language to the art direction and final execution.

Faced with a surge in STIs among over‑65s, my challenge was to persuade an older audience that condoms aren’t just contraception. The idea: limited‑edition condoms packaged as seed packets, placed where the target audience already feels at home, garden centres and online.

I built a bespoke typographic system so each pack felt like its own “variety,” layered in tactile textures and subtle imperfections to echo vintage seed‑packet printing, and hid tiny design easter eggs to reward attention. I art‑directed shoots to ensure the packs looked authentic in real gardening contexts and worked closely with production to nail the tactile finish.

The campaign grew national TV and press coverage, sparked conversation around sexual health in later life, and picked up awards across every major show proof that a clever concept, executed with craft, can truly take root.