Thomas Cook 2018 Supporting Global Campaign
Joanna was the Creative Director of all the material supporting Thomas Cook’s 2018 global campaign. The mission was to showcase the top hotel brands—Casa Cook, Sunprime, and Sunwing—and their key features, including workouts, yoga, late breakfast, design hotels, large rooms, and swim-outs. She was deeply involved in concept development and worked closely with the external agency, Albion, both before and during the shoot to ensure the content supported their TV commercial while effectively reaching all target groups: families, young couples, and older couples.
From Vision to Execution
Joanna was responsible for assembling and directing the entire production team, from casting and selecting photographers, videographers, and stylists to overseeing the full creative process. On location in Rhodes, Greece, she led the production ensuring every element aligned with the campaign’s vision. She also managed post-production to deliver a cohesive suite of materials used across all channels, including e-commerce, organic and paid social media, newsletters, airport displays, city and destination billboards, and print ads. On this page, you can see highlights from the ad production, videos and selected images from the shoot.
