SNEAK Holiday Club

Sneak Holiday Club could have been a straightforward summer drop - new flavour, seasonal merch, beach stuff, done. Instead, we built a holiday resort that looked like paradise on the surface and got progressively weirder the longer you stayed.

I led the narrative behind the launch, taking the familiar world of an all-inclusive summer getaway and giving it a darker, uncanny Sneak twist. At the centre was a fully explorable booking site, where the community could discover the resort and enter for the chance to win a room. Successful bookings spilled into the real world through physical welcome packs, complete with room keys, postcards and suspiciously cheerful holiday brochures.

For those willing to dig deeper, things started to unravel. Hidden songs revealed messages when played backwards. Flies kept appearing around the resort. Alt text told a creepy story. Pages glitched. A hidden youtube url led to an unlisted ‘commandments’ video. Small details suggested that maybe Sneak Holiday Club wasn’t quite the paradise it claimed to be.

The idea turned a seasonal product launch into a world our community could get lost in - rewarding the people who obsess over every detail and giving them something to uncover, decode and talk about.

Wish you were here. Probably.