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: