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.
Art Direction.
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Concept Visual: The concept evolved to push the unexpected; with robotic AI arms emerging directly from the colleague.
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Art-directed photoshoot of a model in Currys uniform to capture authentic poses and expressions and more seamless interaction with the robotic arms.
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Rendering: Collaborated with a 3D artist to define the positioning and Render as close as possible to the desired aesthetic of the robotic arms.
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Post-editing: High attention to detail in final renders and retouching ensuring lighting shadows and detail are fitting the Currys Brightworld environment.
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Final outcome.
Collabs.
Lloyd Bedford - Art Direction
Rossi Demspey - 3D Rendering
Ed O’meara - Copywriter
Outcomes.
Successfully created and managed a distinctive yet clever, ownable repair services campaign that that ties in well with the brand 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 in a humorous and memorable way whilst championing share in the tech repair market.
Collaborated closely with different areas of the studio to achieve best possible outcome that delivers and gains marketing and business’ engagement including Copy, rendering and Art Direction.
Consolidated previously fragmented category strands (repair fridges, small electronics, TVs etc.) into a single, flexible hero asset that now works seamlessly across all categories.
Strong internal reception and feedback led to the campaign being expanded. Successfully adapting the campaign to an additional proposition which was more challenging that houses recycling, installation, and delivery - on a new brief following that year. This had also set the standard and level expectation for creative responses with any briefs involving colleagues moving forward.
