FOR BLACK FRIDAY 2025, THE RETAIL TRUST LAUNCHED ITS ‘SMILE’ CAMPAIGN TO CHAMPION THE FAIR TREATMENT OF RETAIL WORKERS. I HELPED BRING THE CAMPAIGN TO LIFE THROUGH LARGE-SCALE DIGITAL OOH, DESIGNING AND ANIMATING FULL-SCREEN TAKEOVERS OF PICCADILLY LIGHTS AND FLANNELS OXFORD STREET. SUPPORTED BY NATIONAL COVERAGE ACROSS BBC AND ITV NEWS, THE CAMPAIGN WAS FURTHER AMPLIFIED THROUGH A HERO FILM AND A SECOND PICCADILLY TAKEOVER.