Bigger screen. Same lucky lean. — 48-sheet campaign artwork.
Currys
Keep the Rituals
Independent spec campaign · Concept, copy & art direction · AI-assisted imagery
Keep the rituals. Upgrade match night.
Football fans have things they won’t change: the seat, the company, the lucky lean. Their viewing setup doesn’t have to be one of them. Developed for a pre–World Cup 2026 brief, this Currys concept invites people to upgrade before kick-off while keeping the habits that make match night theirs.
Two friends watch the same match. After a screen upgrade, one sits back. The other stays leaning forward: “Three wins sitting like this.” Outdoor delivers the contrast in one line; social and a proposed 20-second Reel reveal his reason.
Keep the rituals. Upgrade match night.
A 20-second concept film. One friend sits back after the upgrade; the other keeps his lucky lean. AI-assisted production.
Out in the world
48-sheet and 6-sheet placements bring the same invitation to the street: a better setup, with the rituals intact. Mockups illustrate proposed placements.
One upgrade. Two reactions.
A four-card carousel reveals why one friend can sit back — and why the other won’t.
Small screen.
A full story.
Explore the 4-card carousel.
One of them can sit back now. The other has his reasons. Keep the rituals. Upgrade match night.
Concept carousel · Swipe to exploreKeep it in the feed
Three social executions: the upgrade, the match-night invitation and the lucky lean.
The lucky lean — Reels storyboard
A proposed 20-second film, told in six beats. Storyboard frames with action and suggested voice-over; not a finished film.
