In collaboration with Bulb Studios, we created a promotional film for Embrace Scotland celebrating the joy of self-catering holidays across the country. Originally conceived as Jacket Weather, the campaign evolved into Jacket’s Optional in response to unexpected summer conditions, reinforcing the idea that Scotland is a fantastic destination whatever the weather.

The challenge was to create a promotional film for Embrace Scotland that celebrated the appeal of self-catering holidays while capturing the true character of the country. The original concept, Jacket Weather, was built around a familiar truth of Scottish travel, that even rain and unpredictability are part of the experience, and never a barrier to enjoyment.

However, production coincided with one of the hottest recorded weeks in British history. With blue skies and soaring temperatures, the reality on the ground stood in direct contrast to the original idea. The challenge became how to stay true to the spirit of the concept while responding honestly to the conditions we were faced with.

In collaboration with Bulb Studios, we embraced the need to adapt. Rather than forcing the original idea, we reframed the concept as Jacket’s Optional, a playful evolution that acknowledged the unexpected weather while reinforcing the same core message, that Scotland is a brilliant holiday destination, whatever the forecast.

The film weaves together three distinct storylines, each exploring a different part of Scotland’s magnificent outdoors. By focusing on authenticity and lived moments, we captured the diversity of landscapes, moods, and experiences that define a Scottish staycation. The shift in approach allowed the film to feel natural, honest, and in tune with the moment, without losing its original sense of warmth and charm.

The result was a bright, inviting promotional film that showcased Scotland at its most joyful and accessible. By adapting the concept rather than abandoning it, we were able to deliver a piece that felt genuine, flexible, and reflective of the real holiday experience.

The final film celebrates the idea that Scotland doesn’t need perfect conditions to be enjoyed, and sometimes, when expectations shift, the story becomes even stronger. The project stands as a reminder of the importance of adaptability in storytelling, and the creative opportunities that can emerge when plans change.