Just less than a year since joining as a graduate, Tia was given the opportunity to lead MP Activewear's Sunset Summer campaign from concept through to launch. Working across Brand, Creative and Marketing teams, she oversaw every stage of the campaign, bringing the creative vision to life across every customer touchpoint. 

We caught up with Tia to hear what she learnt from leading her first end-to-end campaign and how the experience has shaped her career so far.

Can you tell us about what inspired the creative direction of the Sunset Summer campaign and your role within it?

The creative direction for Sunset Summer was heavily influenced by current trends within the activewear space. We were seeing a rise in hot mat Pilates and a growing demand for elevated, performance-led creative, so we wanted to create a campaign that felt aspirational while showcasing the technical benefits of the collection. As the campaign needed to resonate with both UK and European audiences, it was important to strike a balance between two very different customer mindsets.

The campaign was a collaborative effort between the Studio Creative team and Brand. We started by developing mood boards and creative concepts, which were then brought to life through photography and film. My role was to lead the creative direction, ensuring the final execution stayed true to our vision while working closely with the wider team to deliver a cohesive campaign across every touchpoint.

What was it like being trusted to lead your first end-to-end campaign so early in your career?

It was definitely daunting at first, but also incredibly rewarding. My background is in clothing, with experience in buying and a degree in Fashion Marketing, so it felt like the perfect opportunity to bring together everything I'd learned and see a campaign through from concept to launch.

Our previous Head of Brand for Clothing, entrusted me with the project, and I was lucky to have the support of my manager, and the wider team throughout the process. It gave me the chance to work much more closely with cross-functional teams than ever before, from initial planning right through to organising the shoot and final campaign delivery. Seeing the campaign come to life after months of planning was an incredibly proud moment.

What does managing an end-to-end campaign involve, and what goes into deciding which creative assets or shots make the final cut?

Managing an end-to-end campaign means becoming the central point of contact across every stage of the project. From initial concept development and asset planning through to shoot production, post-production and final delivery, you have visibility of every element that brings the campaign together. 

One of the most exciting parts is watching an initial idea evolve into a fully realised campaign that's live across every customer touchpoint. Choosing the final assets is always one of the hardest decisions because there are often so many great options. It comes down to selecting imagery that best represents the collection, hero products and campaign message, while ensuring every asset works seamlessly across paid media, CRM, social and onsite. Every touchpoint should contribute to one consistent customer journey and brand experience.

Which teams did you collaborate with throughout the project, and what did you learn from working cross-functionally?

Throughout the campaign I worked closely with teams across Clothing, Ecommerce, CRM, Paid Social, Organic Social, Influencer Marketing and PR to deliver a true 360° campaign.

Working so collaboratively gave me a much deeper understanding of how each team operates, the different timelines they work to and what they need from Brand to execute a campaign successfully. It's something I've taken into future projects, ensuring I involve teams earlier and build plans that work for everyone. It also created opportunities for new ideas, with different teams contributing creative suggestions that helped strengthen the final campaign.

What's the biggest lesson you've taken away from leading your first campaign?

The biggest lesson I took away was the value of collaboration. The best ideas came from bringing different teams together and encouraging regular feedback throughout the process. Everyone had a shared goal of creating the strongest possible campaign, and those different perspectives helped elevate the final outcome.

I also learnt the importance of staying adaptable. Every campaign comes with unexpected challenges, whether that's delayed samples, tight deadlines or last-minute changes. Learning how to problem-solve quickly while keeping the project moving has been one of the most valuable skills I've developed.

What are you most proud of from the Sunset Summer campaign?

I'm most proud of seeing an idea develop from an initial concept into a fully realised campaign that felt fresh and distinctive for the brand. The creative direction pushed us into a new space visually, and it was incredibly rewarding to watch that vision come to life across both still imagery and video.

I'm also proud of how consistently the campaign was executed across every customer touchpoint. From ecommerce imagery to CRM, social and onsite content, everything worked together to create one cohesive Sunset Summer story, giving customers a seamless experience wherever they engaged with the campaign.