Seasonal Sale Mini Campaigns
Promotion
Across Smith & Caughey’s major annual sales, including two End of Season Sales, the Mid Year Sale, Black Friday and Boxing Day, I refined the overarching Sale visual language over time into a cohesive system that could flex across seasons, formats and product categories. This foundation allowed the wider team to roll out multiple sales with consistency, while keeping the core elements recognisable for customers year after year.
Alongside this, I saw an opportunity to add more personality to our biggest sale moments, especially across social media. This led to a series of simple, tactile mini-campaigns that introduced humour, scale and storytelling into the Sale world.
These concepts were designed as small creative lifts on top of the core campaign system. Quick to produce, visually memorable, and easy for the team to adapt across social, web and email. Each centred on a physical prop and a simple narrative, helping the brand feel more human during high-volume retail periods.
SALE SHOPPING BAG
MID YEAR SALE JUNE 2024For the Mid Year Sale, I crafted a one-of-a-kind oversized red shopping bag featuring the campaign branding, a prop designed purely for this mini-campaign. Working with our intermediate designer and social media content creator, I led the planning and direction of a fast, editorial-style shoot in and around the store, using selected fashion pieces from the sale range.
The exaggerated scale gave us a playful narrative to capture across escalators, footpaths and city scenes, and translated into a series of stills and three short-form videos.
The videos reached a combined 15,517 views on Instagram.
SALE NEWSPAPER
END OF SEASON SALE FEBRUARY 2024For this End of Season Sale, I designed and produced a faux Smith & Caughey’s Gazette newspaper, reflecting the editorial-newspaper trend beginning to surface on social at the time. I photographed the mini-campaign myself, styling the model in one of the sale coats and capturing a light-hearted moment outside our heritage building.
The simplicity of the prop made the concept instantly readable, resulting in a memorable still series and a short-form video.
CREDITSSale Bag for Smith & Caughey’s, 2024.
Collaborated Photo and Video Emma Davies, Dominique Roebuck and Tash Coyle.
Video Editing Dominique Roebuck.
Model Sage Bindra.
Sale Newspaper for Smith & Caughey’s, 2024.
Photo and Video Tash Coyle.
Video Editing Dominique Roebuck.
Model Dominique Roebuck.