'Colour by Cath Kidston'

Digital Video Campaign

While working at Zebra in London, I was responsible for designing and producing Cath Kidston's international, digital campaign, which successfully advertised and promoted the brand’s new colourful bag range on hundreds of digital screens across the UK and Japan, achieving over 2 million reach and 10 million impacts.

Scope

Motion Graphics, Graphic Design, Retouching, Editing, File Management

Year

2017

Software

Landscape Campaign Video | Shibuya Store Opening, Japan

The Design

The videos ranged from 5 to 10 to 20 seconds long (depending on the screen locations), and present the 12 bags in a colourful grid to remain consistent with the collection's print campaign. The videos animate to slowly reveal the bags two by two, transitioning from the flower print designs to their respective bag, before finally revealing the collection title in the final lock-up frame.

This example demonstrates the general video design for the landscape screens in the UK. This specific video however was also designed for Japanese audiences to additionally advertise Cath Kidston's new store in Shibuya.

Escalator DEP Videos

Escalator DEP Video

The Delivery

I exported each of the final 28 video files according to different screen specifications, with variations in bitrate, codec, dimension and file type. Digital screen types included: elevator DEPS (Digital Electronic Projections), shopping centre billboards, 4K in-store screens, and Waterloo's show-stopping 40ft long screen. Some of the videos were also published on Cath Kidston's social media, including Facebook and Instagram.

Screen Locations

Digital screen locations covered many of London's train and tube stations including:

Waterloo
Euston
Liverpool Street
Piccadilly

King's Cross
Westfield Stratford & London

...as well as several other cities, including: Manchester, Liverpool, Sheffield, Birmingham, Bluewater, and Cardiff. See location photographs/videos below: