Commuter Crime

Concept & Taglines
Briefed to create a train-themed crime/thriller feel. Starting with the train exterior ad, I roughed up early concepts using cityrail seating stock imagery, exploring horizontal blur across the text and background to suggest movement, and pitched tagline directions built around commuting Thrillers to make you miss your stop, which became the basis for the final creative, along with Thrillers that keep you on the edge of your seat for the interior train creative.

Train advertising
Across three placements — trackview, cabin end and above-window — I mapped how many titles each format could realistically carry, then refined the trackview and interior art through several client feedback rounds.

Out-of-home Airport Adaptation
The campaign was then briefed out to a WHSmith airport placement, which meant reworking the train-specific cues into airport equivalents, along with a new tagline, Thrillers to make you miss your flight, while keeping the creative recognisably part of the same campaign. I produced an animated video loop, offering two directions — plane seats with a take-off shot, and a window view at sunrise — before the client chose the take-off version. The airport creative was built out across five distinct digital screen specs and deployed across sites nationally including Sydney, Melbourne, Perth and a dedicated bookstore screen.

Retail digital advertising
The same thriller creative was later adapted into QBD-specific banners — a large banner, a set of square title tiles, and a follow-up banner for a Father's Day gifting push — reusing the "thrillers" background across formats and copy directions as per the retail partner's requirements.