John Lewis: Star Wars Merchandise Launch

The challenge was to develop a visually striking promotional concept that generated excitement around the launch of a new range of Star Wars merchandise for John Lewis.

Created as part of a retail campaign, the objective was to capture the scale and excitement of the Star Wars franchise while showcasing the new merchandise through a premium, event-driven visual style. Working from a limited set of supplied assets, including product photography and existing brand elements, I explored how motion, composition and pacing could transform static imagery into a compelling launch experience.

The creative direction focused on building anticipation through bold framing, cinematic transitions and dynamic layouts inspired by the energy and spectacle of the Star Wars universe. Rather than presenting the products as a straightforward catalogue of merchandise, the concepts explored how graphic design and motion principles could elevate the campaign into an engaging promotional film that encouraged audiences to visit the in-store launch event.

Although the project remained at the concept stage, it demonstrates the value of art direction in developing a strong creative vision from a limited asset library, balancing retail communication with an immersive and cinematic brand experience.

Role: Art Direction, Concept Development & Styleframes