In summer 2024, I was part of the core creative team behind Boots' biggest campaign to date, working across OOH, print, digital, and social at a scale that touched every major channel simultaneously. I contributed to the motion design system, bringing motion work I had developed across the Boots rebrand and Pharmacy First campaign into the Summer creative, and supported the Senior Designer in threading it consistently through the full campaign. I co-designed heat and pollen-reactive print seen by over 11 million people, created site-specific OOH for Taylor Swift's Eras Tour, and adapted the full campaign across Meta, Snapchat, YouTube, and TikTok. The campaign delivered over 172 million impressions, with brand linkage of 77% against a 67% benchmark and purchase intent of 42% against a 38% benchmark.
Working closely with the creative director and wider team at The Pharm, I helped evolve the visual identity from the 2023 campaign while aligning it with Boots' refreshed "With You For Life" brand platform.
(Source: Mesh)
Motion Design That Makes a Splash
I brought motion work developed across the Boots rebrand and Pharmacy First campaign into the Summer 2024 creative system, working alongside the Senior Designer to apply it consistently across the campaign. They led the fluid product-in-water animation that became the campaign's visual signature, and my role was to make sure the wider motion language held together around it.
Tapping Into Culture
Boots activated at major cultural moments including Wembley Boxpark during the Capital Summertime Ball and Taylor Swift's Eras Tour. I created site-specific OOH inspired by Swift's lyrics, making sure the brand felt genuinely present in those moments rather than just adjacent to them.
Despicable Me 4 x Soltan Snapchat Activation
I designed a character-led Snapchat ad integrating Boots' Soltan sun care range with Despicable Me 4, merging pop culture with product messaging to engage families and younger audiences through humour and familiarity.
Social Media Across Platforms
I transformed long-form TVCs into platform-optimised cutdowns for Meta, Snapchat, YouTube, and TikTok, enhancing each with animated graphic overlays that maintained brand consistency while tailoring the storytelling rhythm to each platform. I also designed a longer-form skippable Snapchat concept, playing with the format's natural tension between skip impulse and creative reward.
As part of a Snapchat concept, we designed a longer form skippable after 6-second ad.
Smart Print for Summer Context
I co-designed 20 heat and pollen-reactive print ads, placing Boots directly in conversation with the conditions its audience were actually experiencing. Seen by over 11 million people.
Editorial Design That Pops
For OK! Magazine I designed a high-impact double-page spread and cover wrap showcasing products under £2, laying out the page so products appeared to float off the surface, bringing visual energy to value-focused messaging.
