Retail Campaign System
I designed adaptable retail campaigns for T.U.K. and KickBack, combining graphic design, product imagery, motion and AI-assisted production for faster multi-format delivery.
T.U.K. · KickBack
2023–2024
Tools
Photoshop · Illustrator · Nuke · CopyCat · AI-assisted design · Motion
The brief
My role
Art direction, campaign layout, typography, product cut-outs, AI-assisted background development, CopyCat model training, Nuke compositing and motion asset production.
Outcome
A repeatable workflow that reduced manual shoe masking and accelerated seasonal campaign production across desktop, mobile, square social and animated placements.
Edgy retail design with a clear offer
T.U.K. campaigns needed to reflect the brand’s alternative identity while communicating offers immediately. I used high-contrast type, monochrome texture and red accents to keep the work recognisable across clearance and collection launches.
The Kitty Collection system was adapted across mobile, square social, desktop banners and animated formats.
AI-assisted campaigns built for speed
To accelerate seasonal content production, I used AI-generated backgrounds as controlled starting points for warm, playful campaign scenes, then refined the strongest directions to match KickBack’s colour, tone and product positioning.
I filmed the shoes rotating on a turntable and trained a custom CopyCat model in Nuke to isolate them consistently across the sequence. I then composited the extracted footage into the selected environments, matching light, colour, contact shadows and motion while keeping the product itself authentic.
