For the 2017 Jack Wills Christmas Campaign, ITB worked alongside Wednesday Agency to cast and secure a musician and models to feature on set at a party on a fairy-lit roof top terrace in London. The casting aspect was crucial in order to help set the tone and direction for the brand messaging — injecting the campaign with youthful optimism inspired by the past, whilst creating a true sense of adventure and audacity by celebrating expression, spontaneity and possibility.

ITB engaged British singer, songwriter and producer, Samm Henshaw to feature in the campaign, along with clearing the rights to his track ‘Night Calls’, which is the driving force behind the campaign film. To join Samm, ITB also secured models Shae Pulver, Jake Love, Conrad Leadley, Ella Hope Mayweather, Stella Klein and Jolie Hamilton Warford.

In celebration of the campaign launch, Henshaw and the cast celebrated at an exclusive rooftop party at London's Shoreditch House hosted by Jack Wills.