I joined M&S to develop six concept ideas for their Christmas campaign. The 360-degree approach aims to create a positive experience both in-store and online, incorporating unique elements. None of these concepts have been used due to the pandemic.
360 Creative direction // Graphic development
the perfect gift for every wish
Celebratory, curated, stylish, striking.
A rich, visually impactful scheme in which colour provides the backdrop to a range of gifting categories (based on insights), presents for adventurers, gifts to relax and unwind, and so on. Everybody’s different and no two Christmas wish lists are the same. Ribbons were revised in a modern way.
A CHARACTERFUL CHRISTMAS
Joyful, fun, warm, sincere.
Illustrated characters come to life both in-store and online. This concept aims to foster interactivity and playfulness through simple shapes and patterns, featuring black-and-white illustrations, typography, and vibrant colours for each category. Activities such as colouring, drawing, and crafts centred around these characters allow children - and adults who still embrace their inner child - to create their own magical Christmas stories.
AN ENCHANTED CHRISTMAS
Traditional, enchanted, magical.
Inspired by nature and tradition, deep shades of green and red combine with dazzling accents of lights and macro shapes to create a rich, captivating scheme. There’s a nod to sustainability, but it isn’t central to this scheme. This is about celebrating the magic of Christmas.
