Spanning eight floors and 60,000 sq. ft., 22 Upper Ground is a fully fitted, modern office space within the iconic Sea Containers scheme. With its location slightly set back from the river, the building offers stunning upper-floor views and captures the Southbank's vibrant cultural atmosphere. This branding initiative aims to create a concept that can be seamlessly adapted for future spaces within the scheme.

Our goal was to create a marketing campaign that would leave a lasting impression. Drawing inspiration from both the nautical theme and the local Southbank demographic, we developed a concept centre on vintage sailor tattoos – cool, edgy and unforgettable. To modernise this idea, we reimagined these classic tattoos as bold graphics, building a distinct visual language that speaks to the area's unique character.

We blended vintage sailor footage, contemporary motion graphics, drone filming, and stop-motion animation to create a dynamic campaign that grabbed attention. Aligning with the new branding for the offices within the Sea Containers campus, the campaign made an immediate impact. Not long after its launch, spaces started to fill up.