Role:
Lead Designer - creative direction and concept development for an OOH campaign, translating strategic objectives into a bold, culturally relevant visual platform.

The Brief:
To develop a new creative approach for BBC News that would resonate with a younger audience. The campaign needed to retain the integrity and authority of the existing brand toolkit, but reimagine how BBC News could show up in youth culture and public spaces.

The Result:
Concept development for the BBC News Youth campaign, designed to engage a younger audience through a series of thought-provoking flyposters. Whilst grounded in the core elements of the BBC News brand system, the creative pushed beyond the expected aesthetic and introduced a more disruptive energy. The final direction felt visually arresting and more culturally aware, positioning BBC News as both a credible source, and connected to the next generation.