GWR The Famous Five
When adam&eveDDB secured GWR as a client, I led digital design, responsible for developing the display work for their campaigns featuring The Famous Five.
Role: Digital Design Lead
During my time on GWR, I created a range of guidelines across different iterations of the Famous Five world. This included frameworks for the initial digital display and social campaigns, as well as more detailed specifications for dynamic banners, covering elements like layout and maximum character counts.
To introduce animation into the illustrations for social channels — using subtle parallax in the backgrounds and movement of a key element such as the train — I supported the animation team by converting the supplied flat artwork into layered compositions. This step was essential, as the files from the illustration agency were largely single-layered and prepared primarily for print.
Before the days of AI and generative fill tools, I took particular care in retouching these images, collaborating closely with the animators to achieve the best possible result while staying true to the original illustrations.
Be SponTRAINeous
This campaign was created to inspire spontaneous rail travel while promoting GWR’s affordable fare offers. Combining bold typography, destination-led messaging and imagery inspired by the Famous Five aesthetic, the creative was rolled out across a wide range of digital formats. The concept centres on the idea of spontaneity, encouraging customers to transform everyday journeys into memorable adventures.
My role involved exploring multiple headline treatments, layouts and creative routes to establish a strong visual identity for the campaign. I also developed animation concepts and banner prototypes, testing the movement and pacing of key elements, including the hero headline and animated fare-offer roundels, to create an engaging and effective set of assets.
