CalMac is the UK's largest ferry operator in terms of ships and destinations served and one of the largest transport operators in Scotland. CalMac runs 33 vessels to over 50 ports and harbours, across 200 miles of Scotland's west coast.

I had the chance to collaborate with a team of skilled individuals and together, we influenced the creative direction for press and out-of-home advertising with bespoke photography shoots.

After the campaign was launched, there was a noticeable rise in Calmac ticket sales during both peak and off-peak travel seasons, as well as an increase in the number of visitors to major Scottish islands. The campaign's straightforward message, which showcased the beauty of Scottish beaches and compared them favorably to those abroad, struck a chord with people who were previously unaware of the natural wonders that Scotland has to offer.