Primark x Swim Dem Crew. Primark's January content theme was all about flipping the narrative of January Blues and encouraging people to get outdoors and embrace starting the year with a bang. My concept here was to partner with a popular community sports group and film a positive 'get outside' film that would live on Reels. Swim Dem Crew were our choice as they really personified who Primark are as a brand, positive, outgoing and up for a challenge. Here's what it looked like.
Role: Concept, Art Direction, Copywriting.
Primark asked us to 'grab some content' to help promote their partnership with Soccer Aid. We knew there would be talent, and a few footballs flying about - but that was about it. It was my job to conceptualise and help art direct a series of training-pitch Reels starring Kem Cetinay a few other celebs. Here's a snapshot of the Right Touch Challenge.
Role: Concept, Creative Strategy, Copywriting.
Role: Concept, Creative Strategy, Copywriting.
Primark announced they'd partnered with everyone's favourite Geordie bakery, Greggs in 2022. Think Greggs Crocs, hoodies, bucket hats (why not). It was our job as their lead social agency to get our huge audience hyped about the new drop across all social channels. It was my role to identify a space which would be fun to play in and that would really drive excitement about the launch. It was all about two worlds colliding, two cultures, Primark and Greggs and turning those insights into social-first content. Here's a glimpse of how we did it.
Role: Concept, Art Direction, Copywriting.
Primark wanted us to help them 'Own the Summer' and wanted to jump on the TikTok hype to get there. I came up with the Primark Summer Up filter and challenge. Pretty simple in concept, users would be looking a bit grumpy and dull indoors, then with the peace sign, would activate a floral filter as well as an original Summer Up track as they transform into their summer-wear. The results were staggering, with the hashtag itself owning nearly 8 billion (yes billion) views on the platform.
