Working as Senior Art Director, I partnered with the lead creative team to take the Feel the Fairness platform through the line, extending the campaign across social, digital and out-of-home.

Collaborating closely with copywriters, motion designers, producers and the broader creative team, I developed new executions that maintained the energy and visual language of the campaign while adapting naturally for each channel.

With the hero campaign already established, there was little budget remaining for additional photography or bespoke out-of-home creative. The challenge was to extend the campaign without compromising the strength of the original idea or relying on a new production shoot.

Rather than treating the existing campaign photography as static assets, I looked for opportunities to bring them to life.

By sequencing stills captured during the original shoot into animated GIFs, I created a series of playful digital and out-of-home executions that captured the movement, rhythm and personality of the campaign. It was a simple solution that maximised the production investment while giving the rollout its own distinctive energy.