- Leading UK retailer, Argos, unveils fictional art gallery, ‘Arghaüs’, with a creator-led, mockumentary-style social media series to amplify the launch of its A-List – a monthly curated selection of top brands and must-have products.
- Arghaüs, led by creator-first social agency Billion Dollar Boy, represents Argos’s most ambitious creator-led social media campaign to date
- It combines episodic storytelling, character-driven humour, and cultural commentary across TikTok, Instagram, and paid media
London, UK, Monday 4th August 2025 – Leading UK retailer, Argos, announces a new creator-led social media campaign, Arghaüs, to amplify its launch of The A-List – a monthly curated selection of top brands and must-have products.
Developed in partnership with global creator-first social agency, Billion Dollar Boy, Arghaüs represents Argos’s most ambitious creator campaign to date. The campaign centres around a mockumentary-style social series highlighting Argos as the leading destination for trend-led, high-quality products.
The series introduces a fictional conceptual art gallery – Arghaüs – where products are reimagined as high-concept art pieces. From opening night chaos to catering meltdowns, the series reveals a behind-the-scenes look at the gallery’s dysfunctional team, portrayed by creators cast as actors in fictional roles, including:
- Chris Hall as Finn Hawksmoor, CMO
- Abi Clarke as Yolanda Voltage, Head Curator
- Paul Olima as Blade Withers, Junior Consultant
- Ella Willis, as Frida Hangslo, Intern
- Luke Millington- Drake as Void, Art Critic
- Asim Chaudhury as Achänlèy Chardonnay, Workshop Facilitator
- Em Walbank as Beatrix Healey, Journalist at Prodication Magazine
Delivered with deadpan humour and contemporary art-world satire, Arghaüs recasts everyday Argos products – such as coffee machines, air fryers, wireless headphones and electronic beauty tools – as high-concept art pieces.
Arghaüs combines narrative storytelling, fictional characters, and stylised visuals to tap into the growing popularity of episodic content and “vertical dramas” – longer-form content series that blend entertainment and marketing across social platforms.
Arghaüs Series One launched on 17th June across TikTok, Instagram Reels and Stories. It includes four 2 minute long episodes and social shorts shot by production studio, Studio Yes, with campaign creatives developed by Billion Dollar Boy and Kyle John-Shepherd.
The latest episode, which launched on Friday 1st August, sees comedian and TV personality, Asim Chaudhury play Achänlèy Chardonnay, a hapless visiting Workshop Facilitator.
Series One culminates later this month with a final episode featuring Em Walbank as Beatrix Healey, Reporter at Prodication Magazine.
Platformed by the creators’ combined following of 17.8 million and with paid media support led by PHD UK across TikTok and Instagram, the campaign has so far (episode 1-2) driven more than eight million impressions with 90% positive sentiment, and an 8-14% uplift on ‘top of mind’ brand awareness. The episodes achieved an ‘Attention Score’ between 84-91% based on eye tracking data from Element Human, which tracks the number of users who kept eye contact with screen for the full duration of the video
Hannah Bussell, Influencer Lead at Argos comments: “Arghaüs is our most ambitious creator campaign to date in both scale and creative vision too. The campaign is our response to rising audience engagement with long form content. Through Arghaüs, we’ve elevated that format into a rich, episodic social series designed to captivate audiences as Argos continues to push the boundaries of how a retailer shows up in culture.
“By working hand-in-hand with some of the most exciting creators and storytellers in the industry, we’ve built a campaign that feels distinctive and playfully premium – reflecting the bold personality of the Argos brand while showcasing our A-List range in a way that feels culturally relevant and creatively fresh.
“This is a campaign built for the platforms where audiences are most engaged, bringing fictional characters and high-concept humour to life across TikTok and Instagram, with a tailored strategy across both brand and creator channels. Our aim is to inspire, entertain and ultimately cement Argos as the destination for desirable products.”
Ed East, Global CEO and co-founder of Billion Dollar Boy adds: “With Arghaüs, we set out to create something that feels distinctly different but still brand coded. The resulting campaign is Argos’s boldest yet.
“From playfully renaming the brand to embracing a satirical gallery format, the campaign reflects Argos’s willingness to experiment and a growing confidence in the potential of creator marketing, developed over a longstanding relationship with Billion Dollar Boy.
“The campaign taps into emerging content formats that audiences are actively choosing to spend time with – character-led, socially native, episodic storytelling. Blending a strong visual identity with a clear commercial focus, Arghaüs shows Billion Dollar Boy’s commitment to redefining what branded creator content can be: culturally relevant and creatively ambitious.”
About Argos
Argos, established in 1973, is a leading UK general merchandise retailer known for its extensive product range and convenient shopping experience. The company trades both through physical shops and online, and is the UK’s third most visited retail website, with over 70% of its sales starting online.
Argos offers more than 60,000 products. Its range of technology, home and garden, toys, appliances, and health and beauty products are available through its website, apps, stores and convenient Click & Collect points inside Sainsbury’s supermarkets. Its market-leading Fast Track delivery service is available across more than 90% of UK postcodes, seven days a week, and offers home delivery in as little as four hours up to 10pm.
About Billion Dollar Boy
Billion Dollar Boy (BDB) is a global, creator-first social agency delivering award-winning influencer marketing campaigns.
Since 2014, BDB has partnered with some of the world’s most iconic brands, including Heineken, Nike, Unilever, PepsiCo, and L’Oréal, to deliver best-in-class, creator-led advertising at scale. Powered by proprietary, AI-powered technology and data-driven insights, our end-to-end campaign management spans strategy, creative, production, paid media, and execution.
Our client work has been awarded by Cannes Lions, Campaign Awards, The Drum, Webby Awards, and Shorty Awards.
In 2025, Billion Dollar Boy was named Global Influencer Agency of the Year at the Global Influencer Marketing Awards and was featured in the Financial Times’ list of the 1000 fastest-growing companies in Europe for a record fifth consecutive year.
About PHD
PHD UK, an Omnicom Media Group Agency, helps the world’s leading brands outthink, outpace, and outgrow the marketplace with a next-generation network of tools, talent and technology engineered for connected intelligence.
PHD UK is currently the UK’s most awarded and effective media agency (WARC Media 100 rankings 2025) and was named 2025 Agency of the Year by Festival of Media Global 2025.
About Studio Yes
Studio Yes is a ridiculously good creative studio who don’t do dull. We partner with brands, agencies and broadcasters globally to create films and content that people love. Founded in 2013, Studio Yes have created campaigns for leading brands including Wild, Bacardi, Virgin Holidays and Uber. For more information, visit https://studioyes.com
About Element Human
Element Human (EH) is a behavioural data company pioneering Creative and Campaign Science to reveal what people truly see, feel and remember, so marketers stop guessing and start knowing.
Our platform decodes the hidden drivers of performance: attention, emotion, and memory. By combining behavioural and marketing science, we make the unconscious visible and actionable. From influencer campaigns to social video, connected TV, and digital advertising, we equip brands, media owners, and agencies with the insight to design work that connects, converts, and endures.
With Element Human, you see beyond what people say or do. You reveal the unseen.