The London Edit Campaign by Harrods
Attracting UK and International customers and improving sales with a design service PROPOSITION
Role: Motion Graphics Designer + Video Editor + Print Production Designer
Responsibilities: Further develop & propel the creative theme of the Harrods Interiors relaunch campaign with the Head of Harrods Media & Home across in-store digital & print sites, the Harrods website, Harrods magazine and social media platforms.
Platforms: In-store digital screen Network, in-store print sites, social media platforms, HARRODS.com, Harrods Magazine
Software: Adobe Illustrator, InDesign, Photoshop, After Effects, Media Encoder.
Experience Harrods
As the world’s most famous department store and known for its unrivaled range of luxury products and myriad of departments, one of Harrods’ most renowned attributes is its unparalleled service and shopping experience. This goes beyond the shop floor to the creative service from the Harrods Media team. As part of the in-house creative production team, I collaboratively assisted clients in harnessing Harrods' dynamic media portfolio to drive brand visibility in store and ultimately retail sales. From in-store digital video and print screen networks, to the Harrods App, our mission was to always help brands push the boundaries with digital innovation for a more complete retail campaign and customer experience.
Attracting both UK and International customers
The objective was to communicate an elevated design service proposition to both UK and international customers. In addition, we also aimed to re-engage lapsed customers while highlighting the relaunch of Harrods Interiors. Four distinct 2016 interior design styles were identified and acted as vehicles for promoting Harrods’ wider selection of homeware.
In-store, web and
print media
Named after well-known London areas, the Shoreditch Loft, the Chelsea Townhouse, The Notting Hill Villa and the Hampstead House styles were displayed in the Hans Crescent visual merchandising windows. Motion graphic media was produced to advertise the homeware brands on digital in-store networks and on HARRODS.com, while print media was created for key retail points and for Harrods Magazine.
Clean and Effective
With only 15 seconds allotted on in-store digital screens to showcase four distinct interior designs, the initial motion graphic animation had to be effective, quick, and clean. Tracing London's growing and iconic skyline allowed for a seamless introduction to the brands featured in the London Edit campaign.
Social Media
Translated from the in-store advertising, the motion graphic piece was adapted and optimized for social media. The objectives were to dramatically reduce the file size to load quicker for mobile users.
Keeping a consistent motion graphic theme through all four design styles was important. Translated from the in-store advertising, the motion graphic piece was adapted and optimized for social media. The objectives were to dramatically reduce the file size to load quicker for mobile users.