Harvey Norman took a new approach to their Christmas campaign this year. Moving away from their usual hard-sell, classically Christmas based design, this years campaign introduced flat-lay and staged photography and a motivational ‘gifts for…” approach to make the difficult decision of gift-buying easier and inspiring for their customers.

My role in this job started with pitching the original creative idea to the client, briefing and overseeing the photography shoots, and working alongside and instructing a team of graphic artists who laid up the catalogues. I was also responsible for most of the post-production illustrations that overlay the photography and was involved in the process up until sign off in pre-press. It was a big job, working over several weeks. The creative concept was then applied to online, press and in store advertising, creating a wonderfully rounded and neat campaign for the busy Christmas retail period.

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