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Come for, Stay for.
2025
Previous seasonal campaigns focused almost exclusively on fashion. SS25 required a tactical approach that could cross categories - from dining and beauty to leisure, and increase customer dwell time.
Built around the human insight that people arrive at a centre with a specific chore but stay for an experience, we paired shopper intent with shopper reward through a simple split-screen visual system.
As Associate Creative Director, I translated overarching strategy into the creative development, visual direction, and multi-day production across stills, motion, and digital channels.
The split-screen framework transformed a complex multi-category brief into a single, highly adaptable system that remained relevant across the entire seasonal cycle.
