WHAT IS THE IDEA?
the primark mystic mother christmas

what was the brief?
primark wanted to highlight their amazing array of christmas jumpers.
I decided to create an old, mystic, who reads peoples christmas fortunes
in real-time, through simple selfies of them in their favourite christmas jumper.

Who did what? concept & art direction - me

Click to watch video:

Seeing a campaign I conceived gained so much amazing traction felt so exciting: