M&S

Back to School

M&S
Back to School

Campaign Creative · Art Direction · Visual Design · Paid & Organic Social

Back to School is about more than uniforms. It's about fresh starts, big personalities, playground adventures and everything that comes with a new school year.

Working with M&S campaign photography, I developed a bold, playful visual direction that brought the Back to School range to life across four distinct creative concepts and multiple campaign phases.

Making the everyday anything but ordinary

The Creative Idea

Taking inspiration from the sports-court markings featured in the original photography, I created a visual language built around movement, energy and expression.

Bright, contrasting colours, dynamic lines, hand-drawn squiggles, playful arrows and layered tape details gave the campaign a scrapbook-inspired feel — full of personality, spontaneity and youthful energy.

The graphic elements weren't just decorative. They became a flexible creative toolkit, bringing consistency to the campaign while allowing each concept, product story and promotional message to have its own personality.

From Concept to Campaign

I took the shoot imagery and transformed it into a cohesive suite of campaign creative, developing layouts, graphic treatments and messaging hierarchies across four concepts and different stages of the Back to School season.

From product-led storytelling and key uniform benefits to promotional offers and shop-now messaging, the creative was designed to work across both paid and organic social.

Each execution balanced playful storytelling with clear commercial messaging, keeping the product front and centre while maintaining a recognisable campaign identity.