Currys ‘Long Live Your Tech’
Brand Marketing Design
Conceptual, Creative Direction, Art Direction, Brand, Marketing, Campaign, Digital, Print, Collaboration, Rendering, post-production.
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Brief.
Create a ‘Beyond Techspectations’ campaign to reframe Currys’ repair service proposition as part of the long live your tech campaign.
Challenges:
Maintain brand integrity by avoiding broken tech.
Context:
‘Beyond Techspectations’ is a creative arc that brings personality and humor to the team 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.
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Pitched Creative Idea
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Inspiration / Influence
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Previous campaign
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Visual Concept
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Photo-shoot
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Post Retouching
Concept & 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 extend from colleagues in a humorous yet ownable way — visually exaggerating their capabilities and reinforcing the idea that no job is too complex.
This device works in synergy with the headline, “Repairs in safe hands,” adding a distinctive layer of reassurance. The result is a concept that blends confidence with personality — positioning Currys as the trusted experts for the job.
Creative Execution:
Refined the original concept to shift the toolbag to the colleague, integrating AI mechanical arms as an extension of the expert — strengthening alignment with the Beyond Techspectations theme.
Secured production budget to deliver a dedicated photoshoot, enabling more natural, authentic character-led personality in the visuals.
Combined photography with 3D rendering and post-production to achieve greater realism while maintaining creative control over positioning, poses, and integration of AI elements.
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.
Outcome:
A distinctive, ownable character and visual device that makes repair feel smart, futuristic, and reassuringly effortless.
Strong internal reception led to the platform being expanded beyond the initial scope, successfully adapting the idea to additional propositions including recycling, installation, and delivery.
Collaborators:
Andrew Nangpi - Creative Lead/Direction
Lloyd Bedford - Art Direction
Rossi Demspey - 3D Rendering
Ed O’meara - Copy writer