Moving On Up for Arnotts

In Spring 2026, Arnotts Home was moving home, a mammoth task that involved taking over a full floor of the beloved department store. The creative brief was about finding the right balance of awareness and landing key messages in the correct tone for Arnotts. Working with my good pals at Play Area on this one, we set about hitting the right notes together to make the campaign sing.

I had recently caught a performance of Katriona O’ Sullivan’s Poor at The Gate Theatre and was blown away by the collective talent of the cast, in particular the legendary Hilda Fay. So when the time came to cast the voice for this campaign, there was only one answer. It was a joy to direct Hilda’s gorgeous delivery for the audio elements of the campaign, and a thrill to hear her bring my words to life. The first thing she said in the booth was that she’s a lifelong Arnotts fan. When you listen, you can hear that fondness in every word.