Santander needed a lively 360 campaign to launch their new electric Santander Cycles service in Leicester. I developed a light hearted campaign that focused on Leicester's diverse community, history and creative culture. This fed into our choices for talent, locations for shoots, copywriting styles and design elements. ​​​​​​​Hidden within each ad are a slew of Leicester related "Easter Eggs". For instance the illustration style is derived from Leicester's street art culture, space shuttles blast off as a nod to Leicester's "Space City", and a fox is in the foreground as a reference to the local football team.