SELFRIDGES LONDON - CAMPAIGN DESIGN

Selfridges positions itself not just as a shopping destination, but as a modern fashion icon known for its distinctive identity. The brand announced its entry into the Chinese market with the campaign “Awaken the Fun” that makes a significant step in its global expansion.

This campaign was designed to introduce Selfridges's unique blend of British culture and contemporary fashion to Chinese audiences. The objective was to establish the brand’s presence within a new social and cultural context.

To achieve this, the campaign adopted a creative strategy centered on juxtaposition — a visual and conceptual approach that reflects Selfridges's core attributes: fun, playfulness, and a touch of the bizarre. This method allowed the brand to express its identity in a way that is both culturally resonant and visually striking for the Chinese market.

Responsibilities:

Art Direction/Visual Design/Motion Design/Digital Design/Branding

To reflect Selfridges introduction to the Chinese market — a symbolic "Beginning" — the campaign concept centered on the idea of starting something new. We drew inspiration from everyday moments, such as having breakfast, to subtly convey the theme of a fresh start. By incorporating Selfridges's luxury products into these familiar routines, we connected the brand with daily life while highlighting its premium appeal.

The creative solution aimed to position Selfridges is not only as a retail destination, but also as a cultural landmark and modern fashion identity. Using frame-by-frame animation, we brought the visuals to life in a dynamic and engaging way. The campaign was rolled out across multiple digital platforms, enhancing its reach and reinforcing Selfridges brand attributes of creativity, playfulness, and sophistication.

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