Kindness, as a creative idea
Creative work with gravity
Creativity doesn’t always need to shout.
After seeing the teaser on Instagram we love Marks & Spencer’s latest ‘Love That’ campaign, created by Mother and directed by SMUGGLER duo Rubberband.
It leans into kindness; the quiet power of a compliment.
Fronted by Gillian Anderson as the brand’s first “Chief Compliments Officer” the film follows her first day on the job, lifting confidence through small, everyday moments while showcasing the Spring collection.
We love the restraint.
It doesn’t over-engineer the idea. Instead, it taps into a genuine behavioural truth, those spontaneous, “love that… where’s it from?” exchanges, and builds a platform around it. It’s warm, recognisable, and product-forward without feeling forced.
There’s also something smart in reframing fashion not just as self-expression, but as a catalyst for connection. This lands with a bit more generosity. A reminder that creativity doesn’t always need to shout, sometimes it just needs to notice the small things that make people feel good.
Read more: M&S names Gillian Anderson Chief Compliments Officer
Catch up on the full issue here: Orbit Issue 06
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