I hand-embroidered the text in lambswool, carefully stitching each letter to give it a unique, tactile quality. Every stitch was done by hand to create a piece that felt warm and personal, contrasting with the crisp, machine embroidered designs typically seen fashion design and advertising.

The campaign focused on celebrating the unique and personal reasons people travel—whether to reconnect with loved ones, take a well-earned break, or immerse themselves in a new culture. The design needed to feel distinctive and full of charm to capture the essence of these individual journeys.

It was important that the text stayed clear and readable but still had that unmistakable handmade touch, capturing the playful, tongue-in-cheek spirit of the campaign.

The finished work was featured in print, on billboards, bus shelters, buildings, and in digital ads