Blush Fantasy League was built around the idea of pleasure as play. Drawing on the structure of fantasy football, customers could build their own “team” of favourite products directly on the Blush website.

The hero product was the Blush Fantasy Box, featuring key “players” from the league, along with a pink football jersey, supporter’s scarf and referee whistle, everything needed to bring the concept to life beyond the screen.

Blush’s core audience is primarily women, while fantasy football culture is largely male-dominated. The campaign aimed to bridge that gap by bringing the language and aesthetics of sport into a new context.

By doing so, the goal was to encourage people to explore their own fantasies and engage with the products in a more playful and unexpected way.

The campaign stayed true to Blush’s signature pink aesthetic while drawing from classic football trading cards and sports graphics.

Products became the league’s star players, complete with stats and personalities, while copy reworked familiar football terminology into playful, double-meaning language. The result was a visually bold and humour-driven system where the worlds of sport and pleasure met seamlessly.

Scoring doesn’t just happen on the pitch.

I co-led the development of the campaign concept, working closely with the Creative Director to shape the overall idea and visual system.

The project centred on building a cohesive universe, where product, language and design all worked together. I focused on translating the concept into a clear and flexible visual direction, developing how the “league” would function across formats, from product presentation to campaign assets.

Working closely with the copywriter and designer, I helped refine the balance between humour and clarity, ensuring the tone carried consistently across both visuals and messaging.