Led the creative development for the Primark x GT Academy collection, blending dynamic merchandise designs with impactful retail and point-of-sale (POS) visuals to drive awareness of the new Gran Turismo film (2023).

This project highlighted the fusion of cutting-edge racing culture with accessible fashion, resulting in a cohesive collection that resonated with both motorsport fans and Primark’s diverse customer base. The retail experience was elevated through bold, engaging POS designs that drove visibility and in-store and online engagement.