Blush Fantasy League was all about pleasure and play. The campaign drew inspiration from fantasy football—familiar to many—but instead of players, customers could build their own fantasy team of favourite pleasure products on the Blush website.

The hero product was the Blush Fantasy Box, featuring the key “players” of the league, along with a pink football jersey, a supporter’s scarf, and a referee whistle—everything needed for playful roleplay inspired by the game.

Blush’s primary customers are women, while the largest audience for the English Premier League is men. The idea was to bring that audience from the pitch into the bedroom by using the language and aesthetics of sport. The main goal was to encourage people to explore their own fantasies and try new “games” on a different kind of field.

The campaign stayed true to Blush’s signature pink aesthetic while drawing visual inspiration from classic football trading cards. Instead of global football stars, Blush products took centre stage as the league’s key players.

Copy played a central role, reworking familiar football terminology into playful, double-meaning language tied to the products. The result was a campaign rich in humour and innuendo—where the worlds of football and pleasure met at midfield.

Scoring doesn’t just happen on the pitch.

I co-led the project alongside the Creative Director, working closely with the copywriter and designer throughout the process. As a purely graphic campaign, the development was highly collaborative, with roles naturally overlapping as we explored the interplay between visual ideas and wordplay.

The process was driven by experimentation, allowing us to continuously refine and push both the concept and execution through a close integration of copy and design.