Digital-first campaign for a nightlife brand

Lost In Disco® is a long-running London nightlife event celebrating disco, soul and vintage dance music. For the early 2026 campaign, I developed a digital-first creative approach that placed video and character-led imagery at the centre of the promotion.

A key principle of the Lost In Disco brand is that the audience is part of the night. Rather than presenting the crowd as passive spectators, the creative treats them as characters within the world of the event. For this campaign, I deliberately blurred the distinction between audience member, performer and 1970s disco personality.

The lead character could be someone heading to the dancefloor, a dancer stepping off a stage, or simply a glamorous figure who has somehow wandered in from 1976. That ambiguity became central to the campaign’s visual language, creating imagery that feels authentic to the period while remaining playful and contemporary.

Video content was designed primarily for social platforms, with movement, character and atmosphere doing much of the promotional work rather than relying on conventional event advertising. The campaign extended the Lost In Disco visual world while giving the audience an immediate sense of the energy, escapism and personality of the night.

The campaign helped drive the event to a sell-out.