The passing placeFor winter 2025, Tekla continued its exploration of bathing cultures and rituals, this time looking to the coastlines of Scotland.
Wild swimming in the harsh North Sea was contrasted with warm interiors, with Tekla’s soothing terry towels bridging the gap between the two.
In addition to the campaign development and execution, I provided long-form storytelling through an interview with Màiri NicGillìosa, the local talent captured.
The Swimmer – A short story written to set the emotional tone of the campaign and provide narrative structure.
It’s early when I arrive. The sun has only just begun its ascent. It bounces off the expanse of water, a silver horizon flanked by imposing hills and dunes.
I make my way across the uneven shoreline, removing layers as I go. The sea rushes to meet me, foam lapping at my feet, then pulls away again urging me to follow. I wade through burning cold, first shins, then thighs, then hips and finally arms. I stop and let the sea’s cool grip tighten around me, a breath trapped in my chest. And then – one breath, and another, until they deepen and my body pushes back against the biting cold. I move my hands and feel water ripple through my fingers.
I return to the shore and wrap a towel around my shoulders, the tide’s constant rumble replaced by my heart roaring in my ears. I rub soft cotton against my skin until feeling returns. It tingles. Blood rushes to the surface.
Later, when I return home, I will sit by the fireplace, heavy with endorphins and transfixed by its warm glow. A haze of dried heather in the air.
Creative concept
Storyboarding
Interviewing
Post-production feedback
Stakeholder management
Copywriting
To activate the campaign, I chaired a panel discussion in-store between a local winter bathing practitioner and Jane Withers, a design consultant, curator, and writer with a focus on bathing and sauna culture.
