Shop in Style, Anywhere
Campaign
When Smith & Caughey’s temporarily closed its physical stores for a two-week renovation, we needed to redirect customers online without losing the brand’s sense of style or momentum. I developed a responsive mini-campaign for digital billboards across Auckland, promoting that you could continue to shop in style, anywhere via our online store.
Working with pre-existing product imagery from our website enabled a fast turnaround and the flexibility to swap in different items as needed. The design system was built to scale cleanly across a wide range of digital formats, from vertical street placements to ultra-wide billboards, ensuring consistency while showcasing a mix of key brands and departments.
Because the message centred on online shopping, I introduced a cursor with a realistic hover-label on each product. This subtle interaction cue not only reinforced the digital context but also allowed us to hero key brands within the creative. By surfacing the brand name as a familiar “hover” moment, we tapped into existing brand loyalty and added an extra pull for customers, blending a recognisable e-commerce behaviour into a physical outdoor environment.
This selection represents a wider suite of artworks adapted across multiple digital billboard ratios. The project demonstrates my ability to quickly build out a multi-size campaign system, adapt brand assets for real-world production constraints, and deliver cohesive creative across a high volume of outputs.
CREDITSShop in Style, Anywhere for Smith & Caughey’s, 2025.
Design Tash Coyle.
Product Photography Brand Supplied.
Mockups Tash Coyle, created in part with AI.