PRIMARK

Market launch of Primark in Dubai across three key malls in the city, delivering city wide teaser reveal campaigns that turned Dubai blue and became the talk of the town. The campaigns dominated key touchpoints, from highway billboards and in-mall screens to social media takeovers and branded taxis, driving strong awareness, engagement and store visibility. In collaboration with Primark teams in Ireland and Dubai, I led the creative direction, cultural insights and project management, contributing to highly successful store openings marked by exceptional sales and long customer queues.