The works
Social Media // Email campaigns // Motion graphics // retouching
The work displayed here is exploratory work featured with the express written permission of the brand. All rights, including copyright, are held by © 2026 - The Works Stores Ltd. All rights reserved.
Time well spent...
For this quarterly campaign, I developed a comprehensive creative suite designed to bridge the gap between digital discovery and real-world connection. My approach centered on the “Time Well Spent” philosophy, specifically targeting the Hobbyist, Do-It-All, and Kids First audiences. By leaning into the “Love Time, Together” concept, I crafted a narrative that turns the indoor-heavy winter months into a season of shared creativity and accessible celebration.
At the heart of every visual I created was the “Time Well Spent” philosophy, anchored by a quarterly campaign titled ‘Love Time, Together.’ This initiative celebrates the breadth of modern relationships and traditional children’s festivities, utilising holidays like Valentine’s Day, Galentine’s Day, and Easter to promote screen-free engagement. By focusing on tactile experiences such as crafting, the campaign strategically counters the digital fatigue often felt during the winter months when outdoor options are limited. I would deploy this narrative across social media and email platforms with consistent messaging like ‘Crafting Sundays — Time Well Spent’ to encourage meaningful, hands-on connection.
To reflect the brand’s approachable personality, I integrated subtle animations into the typographic elements, specifically bringing the ‘Smile’ to life. Inclusivity served as the cornerstone of my creative direction, specifically tailored to the Hobbyist, Do-It-All, and Kids First audiences. Following the ‘Stories for Everyone’ pillar, I curated imagery that represents diverse family structures and focuses on accessible, low-cost activities that aren’t gatekept by complex skills. I intentionally moved away from the provided imagery, opting instead for more personable visuals that feel genuinely engaging and welcoming to these core groups.
Cracking good social.
On social media, I translated the brand’s friendly personality into a mix of static posts and playful motion graphics. To make the typography feel more human and approachable, I animated the ‘Smile’ within the brand’s typographic elements, creating a subtle “wink” to the viewer as they scrolled. Static assets focused on the “Stories for Everyone” pillar, featuring a broad spectrum of family dynamics and festive setups that felt attainable rather than over-produced.
Emails to make you smile.
I designed a series of themed emails that prioritised warmth and clear calls to action. These templates moved away from generic product shots in favour of personable, diverse imagery that felt relatable to the “Do-It-All” parent and the “Hobbyist” looking for inspiration.
