THE FUTURE DOESN’T NEED TO BE NEW.
ROLE DESIGN / ANIMATION LEAD
CREATED WITH MODERN LOGIC
BACK MARKET
Back Market’s latest international campaign set out to parody the polished product launches of the tech world, challenging the obsession with “new” and the waste it creates. The work spanned both the main campaign and a coordinated global out-of-home spoof timed to a major phone release. Fast, parallel workflows allowed the campaign to evolve quickly, including additional scope for a Times Square takeover built around a fictional device, complete with custom visuals and assets deployed across multiple high-profile locations worldwide.
The out-of-home campaign uses clean visuals and direct copy to elevate refurbished tech in some of the busiest spaces in the city. The billboards rely on a minimal layout to spotlight the devices, letting color and figure ground define the idea: refurbished tech as a smart, sustainable choice.
