In denim we trust, Primark

Year

2026

Field

CRM Strategy, Visual Design,
Motion & Paid Media

Industry

Retail Fashion
& E-commerce

Company

Primark (UK / Europe)

— CRM & Paid Social Campaign Pitch for Primark’s UK & Europe Denim Launch

— CRM & Paid Social Campaign Pitch for Primark’s UK & Europe Denim Launch

— CRM & Paid Social Campaign Pitch for Primark’s UK & Europe Denim Launch

— CRM & Paid Social Campaign Pitch for Primark’s UK & Europe Denim Launch

— CRM & Paid Social Campaign Pitch for Primark’s UK & Europe Denim Launch

— CRM & Paid Social Campaign Pitch for Primark’s UK & Europe Denim Launch

Challenge

Designed for Primark’s Digital & Paid Media team as a 360° creative pitch, this project explores how the global retailer can elevate its digital storytelling across email and paid social. A benchmark of key competitor campaigns revealed two core creative gaps: in CRM, fast-fashion communications rely on generic lifestyle imagery that fails to prove fabric quality, while in Paid Social, the brand was struggling to cut through feed fatigue with memorable, brand-led narratives. The challenge was to solve both by proving standout product value in the inbox while driving immediate brand recognition on social feeds across global markets.

Solution

The solution unifies strategic CRM storytelling with high-energy social motion design across a cohesive brand system. For Paid Social, I designed and produced a 30-second vertical 9:16 ad tailored for Instagram Stories and Reels. Featuring kinetic typography, mask overlays, and a script playing on Primark’s brand slogans ("In Denim We TRUST"), the motion piece syncs to James Brown’s "The Payback" to capture scroll-stopping attention in the first two seconds, drawing from famous recent Primark campaigns.

For CRM, based on "The Denim Trilogy", I designed a segmented 3-part email campaign structured around denim washes and wear occasions. To directly address the quality perception gap, I introduced a dual-image layout system pairing full-body fit shots with macro close-ups of fabric grain and stitching, all built within a responsive, mobile-first modular framework optimised for conversion.

Linkedin

gustavo.agmiranda@gmail.com

44 7449 236 316

Linkedin

gustavo.agmiranda@gmail.com

44 7449 236 316

© 2025

Linkedin

gustavo.agmiranda@gmail.com

44 7449 236 316

© 2025