Case Study Type.
Brand/Marketing Campaign.
Role.
Lead Creative Designer
Case Study Overview.
Develop a “Beyond Techspectations” campaign to reframe Currys’ repair service as part of the ‘Long Live Your Tech’ Brand proposition; driving awareness across in-store and digital channels, and reinforcing that Currys’ expert team is best trained and equipped to extend the life of customers’ tech.
‘Beyond Techspectations’ is a creative arc that brings personality and humor to the Currys colleagues in unexpected, almost superhuman ways. It’s a playful expression of their deep expertise, designed to showcase brand personality while creating stronger engagement with customers.
Creative Idea & Narrative:
The narrative centres on the idea that Currys repair experts have every tool and expertise needed to get your tech back up and running again. The AI-powered mechanical arms is a huge play on the colleague as it visually exaggerates and represents their capabilities and reinforcing the idea that no job is too complex in an unexpected way – positioning Currys as the trusted experts for the job.
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After aligning with the team, the concept evolved to push the unexpected; with robotic AI arms emerging directly from the colleague, rather than the bag.
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Art-directed photoshoot of a model in Currys uniform, designed to capture authentic poses and expressions for seamless interaction with the robotic arms.
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Collaborated with a 3D rendering artist to define the positioning and aesthetic of the robotic arms.
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High attention to detail in final renders and retouching.
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Final outcome.
Collabs.
Lloyd Bedford - Art Direction
Rossi Demspey - 3D Rendering
Ed O’meara - Copywriter
Outcomes.
A distinctive and disruptive, ownable asset that that ties in well with the brand tone and concept in a creative way. More importantly conveying the sentiment of the brand values for its customers: a trusted place to use our super skilled repair experts.
Partnered closely with the Copy team to develop a distinctive, on-brand headline that brought personality to the idea while clearly delivering against the brief.
Consolidated previously fragmented category strands into a single, flexible hero asset that now works seamlessly across all categories.
Strong internal reception and feedback led to the platform being expanded beyond the initial scope, successfully adapting the idea to additional propositions including recycling, installation, and delivery on a new brief following that year.
