I had the opportunity to contribute to two major seasonal campaigns for Primark, helping to shape the brand’s visual presence across high-impact physical and digital touchpoints in New York City.

Fall Campaign
The Fall campaign focused on high-visibility out-of-home (OOH) media, bringing bold seasonal messaging into the urban landscape. I helped develop creative assets for a full NYC subway train wrap, which served as the campaign’s hero placement. In addition, I created a series of street-level banners and standard OOH formats that brought cohesive brand storytelling to commuters and city dwellers across key locations. The campaign leaned into rich fall tones and high-energy styling to introduce the season’s product drops while reinforcing Primark’s growing presence in the U.S. market.

Spring Campaign
For Spring, I was involved earlier in the process, helping to define the look and feel of the campaign. This season marked a slight shift in the visual direction leading to a fresher, and brighter vibe for spring incorporating more full bleed photography; my work focused on modern, clean compositions that allowed the product and messaging to shine. A highlight was designing a large-format billboard installed in the heart of SoHo, NYC. I also produced creative for several digital out-of-home placements, ensuring consistency across screens and formats while pushing a refreshed, fashion-forward tone for the brand.

Together, these campaigns elevated Primark’s visual identity in a highly competitive retail space and helped establish a strong brand voice across both static and motion-driven media.