For their 2018 Christmas campaign, Selfridges aimed to improve its global online presence for better engagement and sales. I was asked to collaborate with the print and window creative teams to conceptualise a cohesive experience, deliver photography and digital designs, and ensure seamless integration of user and market friendly features with brand campaign guidelines. Overcoming digital limitations, localisation and increasing usability posed challenges so balancing the store’s physical creative with online editorial demand in global markets was crucial. The campaign’s success was evident, meeting all of its key sale and acquisition targets.
