LOVE ISLAND
From social content for eBay to in-show challenges for Warner Bros, Love Island Season 12 was a busy (and successful) series. With a total of seven sponsors (eBay, WKD, Google Pixel, Wall's Ice Cream, Nescafé, Warner Bros & Boots) there wasn't a quiet moment on the Brand Partnerships team. My role as Commercial Producer saw me directing the Islanders for branded content, to working with influencers in Casa Amor for social ads, and taking press release images of the Love Island Villa's new look to be distributed across UK media outlets.
Commercial Producer: Olz McCoy & George Williams
Head of Creative Partnerships: Lucy Turner
Creative Partnerships Manager: Millie Stafford & Eden Barre
Accounts Coordinator: Thando May-Mtindi
Stylists: Luiza Ludiasa & Molly Portsmouth
With the nature of the Love Island TV episodes having a one day turnaround, the sponsored content had similar time constraints to stay relevant and up to date with the show. And with the reality inside the Villa being unpredictable, we often had to adapt creative ideas at the last minute because of a dumping, a re-coupling, or a surprise bombshell.
As stated by the BBC: "If daily episodes are our type on paper, then social media is the bombshell turning heads." The social media viewership and interaction far surpassed TV viewing figures for Season 12, with Love Island's official accounts gaining 1.8million followers throughout the show to reach a total of 13million. There were a total of 87,000 hashtags for Love Island in 2025, compared to just 40,000 in 2024.