After a year where so many were unable to spend time together, we wanted to bring into focus the happiness of spending time with friends and family and the wonderful feeling of gifting joy to them.

So, we worked with BAFTA-nominated actress Jenna Coleman to bring ‘Joy’ to life in Boots’ 2021 Christmas campaign. 

The extraordinary protagonist of the campaign is a magical bag of Joy, which serves as a clever metaphor for Boots stores up and down the country, inspiring shoppers to fill their own bags of joy with a choice of thousands of wonderful gifts and to immerse themselves in the spirit of Christmas.

A whole host of incredible talent helped us bring the story to life, including Academy Award-winning director Tom Hooper and BAFTA Award-winning production designer, Eve Stewart. The soundtrack, performed by a 45-piece orchestra at the iconic Abbey Road Studios, was composed by Rachel Portman OBE, the first female composer to win an Academy Award.

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