During this campaign, I had the possibility to create and present my idea. The concept I developed was the juxtaposition of Selfridges products in a context related to ‘beginning’ and ‘start’, which reflected the ‘start’ of Selfridges in China. For this I decided to use luxury products in everyday events, such as having breakfast– actions that ‘start’ your day. I was able to use my creativity to find a good solution, as juxtaposition also represented Selfridges’ character and quirkiness. It had great success, the project resulted in Selfridges' first agency-produced assets.
The visual assets have been used on WeChat Ad and DSP.