At Paperchase, Christmas is definitely the most important (and wonderful) time of the year. I was honoured to be the lead graphic designer for the entire campaign, from initial brainstorming to fully decked-out shops in all their POS glory. Building on the main AW 2021 trend of Candy Land, a lot of the product had been designed with sweets, which I incorporated into the final campaign.
This project can be broken down into the following deliverables: art directing and designing three separate window banners, all in-store POS, gift card, Instagram assets, look book, press show stand design and a pop-up event design featuring a giant snow globe and scratch cards
Paperchase held a large stand at the annual “Christmas in July” press show. Building on the campaign, I created the stand plan and all the graphics used as props throughout the display. It was an enormous job, but so satisfying to see it all come together in real life.
To kick off the campaign, Paperchase organised a giant snow globe to tour various shopping centres across the country in the run-up to Christmas. I created the background and skirt graphics for the globe as well as scratch cards that were given out to passersby. I was lucky enough to dance around in the snow globe at the Oracle, in Reading.