Visit Kent relaunched in 2026 under Kent County Council, and the brief was to make some noise about it. Through my agency, Indigo Productions, I creative directed ‘More Than You’ve Heard’: a hero film, fifteen social reels and a full photography library, built around three audiences spending three very different days on the same stretch of coast.
The campaign’s hero film. I shot it on a 6K RED with 1960s vintage glass on the front, taking the digital edge off every frame. One day on the Kent coast, morning through to rest, told three times over: once for Gen Z, once for families, once for empty nesters.
A relaunch needs announcing, and when Visit Kent came back under Kent County Council in 2026, a fresh logo was never going to be enough. They wanted to change how people picture the county: not the beach postcard everyone has seen a hundred times, but the coast most visitors drive straight past. The brief landed with Indigo, and I creative directed it from first idea to final delivery.
‘More Than You’ve Heard’ was built on the things nobody expects from Kent: sauna sessions and cold sea dips on the beach, serious seafood, glamping in a shepherd’s hut at Elmley, canoeing on open water. The hero film is structured like a genuine day out, morning, lunch, beach, dinner, rest, and it plays out three times: once each for Gen Z, families and empty nesters. We shot through vintage 1960s glass on a 6K RED for warmth straight out of camera, and I directed the stills alongside the film so the whole campaign, fifteen social reels included, speaks with one voice.
The biggest coastal campaign Visit Kent has ever mounted. The stills anchored a print run across 109 poster sites on the London Underground, an Out of Home push expected to clear 12.6 million impressions by itself. Add paid social, search, programmatic and organic, and the projections reach 20.7 million impressions and 120,000 clicks, from Kent to mainland Europe, spring into early autumn.