Art direction of stills and moving image for the TK Maxx Spring 2019 campaign. These images are used across the brand in over 540 stores in Europe, from in-store signage and digital screens, right through to social and email channels. Live from early January 2019, they represent a fresh approach to the new year and cover seasonal retail events such as Valentine’s and Mother’s Day.
Role: Art Direction
Photographer: Victoria Ling
A very fun project for personalised children’s book publisher, Wonderbly.
Creative lead on ‘That’s MY Cake’ book launch, responsible for art direction and design of the global marketing campaign from concept through to artworking digital assets for the product page, email campaign and social media.
Role: Art Direction | Design | Artwork
Copywriter: Abby Woods
Head of Design: Zeena Shah
Photographer: David Wren
The TK Maxx alternative to Black Friday. Throughout November 2018, TK Maxx showcased a whole month of amazing deals rather than one day of amazing deals. The creative solution had to be flexible and feature a broad range of product which updated weekly across social and digital channels. The visual motif of an animated parachute featured in social videos, online banners, in-store digital screens and cinemagraphs highlighting the key message that ‘Super Big Brand Bargains’ had just landed in store and online.
Role: Creative Lead | Art Direction | Design
Channels: Digital, Social, In-store and Radio
Photographer: Sun Lee
Animation and CGI: Atomic14
A collection of lookbooks for homeware retailers Homesense and TK Maxx. From assisting with the shoot, capturing content for use in social channels to developing the design of the printed or digital booklets, these seasonal trend led projects are a joy to work on.
Role: Design | Content Creation
Client: TJX Europe
Photographers: Jake Curtis | Tina Hillier
Campaign design for Comic Relief's Red Nose Day 2017 in collaboration with renowned portrait photographer Rankin and TK Maxx. This included creating the look and feel which had to flow through print ads, product design (a colouring book and notebooks), in-store P.O.S, digital screens and emails.
This limited edition Red Nose Day Collection raised over £4m to help young people living incredibly tough lives in the UK and across Africa.
Role: Lead Designer
Channels: ATL press, BTL - Window design, In-store signage, Digital screens
Concept and design for the Christmas 2017 TK Maxx homeware lookbook. To standout to journalists, we created The Ridiculous Game of Snap - where no two cards are the same. A full pack of playing cards, were there was no chance of a ‘snap’ highlighted the wide range of product available in store.
Role: Concept | Design
Client: TK Maxx
Sir Edmund Hillary, the first man to climb Mount Everest, is a national icon in New Zealand. In honour of his legacy, the Hillary family and Smartfoods created a line of nutrient rich, breakfast foods.
The product launch needed to be extraordinary so we created an experience where people could get a taste of adventure, along with the new product. We built a nine metre climbing wall right in the heart of Auckland's busy Aotea Square. We invited the public to scale the wall and once at the top, enjoy the view across the city along with a taste of the Hillary range.
‘Breakfast on Top of the World’ was covered live on TVNZ Breakfast Television. Over four days, there were nearly 600 climbers, 4100 samples distributed and more than 20,000 people exposed to the brand.
Agency: Colenso BBDO
Creatives: Christabel Spong, Erin Gulyas, Misa McConnell and Terry Williams-Willcock
Make up tool brand, Real Techniques needed a print campaign to support their 2018 Love Island collaboration. Timings were tight, I was tasked with designing and artworking all print assets at the shoot whilst imagery was being captured. Keeping calm under pressure, the result was this summery and fresh piece of work.
Role: Design | Artworking
Client: The Outfit UK
A collection of retail P.O.S campaigns for TK Maxx - Summer 2018, Spring 2019, Kids 2018.
My main task was to create memorable in-store signage, from store windows to 3D signage and digital films. These elements had to translate well across all stores throughout Europe and also establish the graphic look and feel that would flow through all other channels such as social and email.
Channels: In-store P.O.S | Digital screens | Window design
Client: TJX Europe
From concept to delivery, here are two examples of my work in the PR and corporate events space.
Welcome to Wonderland
Design and styling for the TK Maxx Christmas Merchandising and PR event. My role was to bring the 'Literary Christmas' theme to life. This included concept development, art direction and design of the overall event including an oversized story book which welcomed guests to the space and set the tone for the whole event.
TJX Europe Team Conference
I was tasked with developing the core theme for the TJX Europe distribution team’s annual conference. I developed the theme “ the adventure continues” to engage and inspire all Europe based distribution centre employees. This included putting together a range of visual assets and bespoke brand marks. Scroll down to take a look at this project.
While at BBH London I was responsible for producing a range of BTL and in-store work for Tesco. I was one of the lead creatives working on seasonal retail events such as Christmas, New Year's Eve and Hogmanay.
My main task was to create memorable POS that stood out and created a bit of buzz in-store. This included concept, design and art direction of product and food photoshoots.
Role: Art Direction | Design
Photographer: Leon Hargreaves
100 Days of Collage is an ongoing personal project. I enjoy juxtaposing found imagery from old magazines to create surreal and engaging scenes. This project began as part of a 100 Days Project, a simple creative challenge that requires doing one thing every day for 100 days.
The project was picked up by a local art gallery in Auckland and was also featured in Viva, the fashion and lifestyle supplement of The New Zealand Herald.
View the project