ABOUT

Working closely with the Creative Director and the lead Above-The-Line agency, I was responsible for bringing the campaign creative to life across a wide range of out-of-home, digital, and print executions. The campaign centred around a series of AI-generated characters and surreal visual concepts designed to create standout and drive brand awareness across multiple media channels.

My role involved taking the initial creative concepts and AI-generated source imagery and transforming them into production-ready campaign assets. This included extensive retouching, compositing, colour grading, image enhancement, and rebuilding artwork at high resolution to meet the technical requirements of large-format advertising environments.

The campaign was rolled out across multiple out-of-home formats, digital screens, and print applications, including large-format billboards, digital OOH placements, transport media, and Metro newspaper cover wraps. Each execution required careful adaptation to different formats, dimensions, and production specifications while maintaining visual consistency and maximum creative impact.

Responsibilities:

* High-end retouching and image compositing
* Development of production-ready assets from AI-generated source imagery
* Colour grading and visual enhancement across campaign assets
* Large-format artwork creation for OOH and DOOH placements
* Metro newspaper cover wrap production and print artwork
* Adaptation of creative across multiple formats, sizes, and media channels
* Collaboration with Creative Directors, Designers, and ATL Agency Teams
* Preparation of final artwork for print and digital deployment
* Quality assurance and technical compliance across all deliverables

This project required advanced Photoshop expertise, meticulous attention to detail, and a strong understanding of both large-format print production and digital advertising. The final campaign was successfully delivered across a broad range of high-profile media placements, ensuring a consistent and impactful visual identity throughout the campaign rollout.