We delivered diverse concepts ranging from: an AR Instagram filter, oversized inflatables, AR animations of a newspaper landing on store windows to tease the brand arrival. After rounds of discussion, we landed on something more powerful: reality. We got Mitchell himself; masked, unrecognisable to graffiti the windows of Boots Battersea. We captured every intrigued passerby, every double-take, every moment of confusion and curiosity. That footage launched across social as a teaser and became one of Boots' most watched brand launch moments.

It was the proof that the strategy had worked, that curiosity had converted into commitment before a single product was picked up. Customers who had watched the graffiti videos online, now had a reason to queue outside Boots before the doors even opened.