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I'm Melissa, a London based integrated designer with a penchant for motion, art direction and digital design.
Always | Proctor & Gamble | FMCG
Squeeze the Day
Role: Design Lead
Scope: Integrated campaign (OOH, campaign video, social)
Team: Creative Director, Copywriter
Always needed a campaign that could address a sensitive, often stigmatised category and feel relatable and emotionally honest.
Key contributions:
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Design direction across the campaign
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Defined the visual identity and motion behaviour
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Ensured consistency across all campaign touchpoints
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Led client presentations, securing buy-in and alignment on creative and strategic direction.
We developed a bold campaign centred around a simple, expressive action. Inspired by optical illusions, the visuals and typography playfully distort and squeeze the canvas, reinforcing the campaign’s message through dynamic graphics. This allowed the campaign to live naturally across social and print platforms, encourage audience interaction, and build momentum through repetition.
Behind the scenes
Early visual explorations and storyboard development for the campaign film.
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