2026
Le Boat Creative Transformation
Client: Le Boat
Role: Creative Director
DOP
Strategy
Content Creation
Le Boat's social content was product-led and interchangeable with any boating brand, it wasn't earning attention or clicks. Brought in alongside a copy CD to lead the brand's creative transformation, I took ownership of the art side, shifting the story from boats to people and places under a new platform: "Holidays feel better on Le Boat."
Its centrepiece, the Le Boat Story, became the brand's first cinematic format that was built around real destinations and the people who run them. This resulted in the highest-performing organic content on the channel, at 9% click-through. Scaling that shift meant building the system behind it: brand guidelines, differentiated design levels by campaign type, and shooting guides and briefs for external content creators to deliver to the same standard. A full website update extended the new direction across every touchpoint.
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