JAY JAYS
An extended case study for Kmart
MEET OUR DENIM CAMPAIGN 2020
1. CLIENT & CAMPAIGN DELIVERABLES SUMMARY
Client: Jay Jays
Campaign: Meet our Denim
Location: Australia & New Zealand
Agency: The Reactor
My Role: Creative Lead
Industry: Retail, Fast-Fashion.
2: BUSINESS GOALS & DESIRED OUTCOMES
→ BUSINESS BRIEF SUMMARY & GOALS
Get
Who
To
By
Jay Jays customers
Are overwhelmed by the amount of Denim styles Jay Jays has
1: Bring more clarity to their new Denim range, and…
2: Sell more Denim.
1: Coming up with a creative campaign to sell a high volume of denim styles and…
2: Make this the brand’s biggest Denim launch ever (increase ROI).
3: MY ROLE & TEAM SUMMARY
→ AGENCY TEAM SUMMARY
As the senior creative leading this project end-to-end, I responded to the brief with on-brand, on-trend ideas that met campaign goals, challenged the brief conceptually, and empowered my team to collaboratively shape the creative direction.
→ PRODUCTION TEAM SUMMARY
4. CAMPAIGN STRATEGY SUMMARY + TONE OF VOICE
With fast turnarounds across 24 campaigns a year, I led this brief with a focused ideation session in our office loft—encouraging the team to pin ideas, challenge thinking, and solve the core problem together.
After some trend research and creative back-and-forth, we landed on a simple yet powerful platform that captured the campaign’s core message: MEET OUR DENIM.
CAMPAIGN TOV
We then landed on the idea of using real names for denim styles—making them personal, memorable, and engaging.
This evolved into a direct, second-person tone that brought the range to life (e.g. “Meet Emily, your new fave jeans”), helping us shape a consistent, relatable voice that resonated across every campaign asset.
5. CONCEPTUAL SUMMARY
→
→
A typically “traditional and safe” campaign concept always showing the product featured at a large scale.
We pitched two routes—one safe, one bold—and the client chose bold. Shot on clean studio backdrops with a 3x3 grid layout, our concept heroed denim details, volume, streamlined production, and delivered a flexible, scalable design system.
Backed by our customer-related tone of voice, it was a brave idea that stood out—and won rare client approval.
✔️
✔️
My sketch of our idea for the campaign design and creative direction that was presented then selected to highlight volume.
6. FINAL DESIGN & CREATIVE DIRECTION SUMMARY
The final campaign aesthetic combined bold grids and collage-style layouts with clean, contemporary type—delivering instant impact and making each denim style easy to recognise at a glance. It also complimented and contrasted the Jay Jays brand yellow, which tied everything in perfectly.
7. MAIN CHALLENGES
& LEARNINGS SUMMARY
Situation:
Task:
Actions:
Results:
Faced with tight timelines and a growing list of deliverables,
We introduced collaborative tools, daily WIPs, and structured Slack channels to streamline feedback and delivery—freeing the creative team to stay focused and keep things moving.
Open collaboration drove the visual and conceptual evolution of the campaign, leading to a smooth, flexible shoot and a final creative that delivered on the brief.
This project reinforced my leadership style—empowering teams, trusting process, and balancing creative freedom with operational clarity at the time.
8. CONTENT & PRODUCTION SUMMARY
2x shoots (studio + outdoor) across 2x locations with 3x unique looks (one shoot managed remotely during early Covid)
4x models per shoot
35x denim styles, 135+ washes captured
5,500+ images reviewed, 200+ retouched and delivered
VM & light-box installs rolled out to top stores by Jay Jays staff
6x poster grid variations created with supporting collateral - rolled out to 260+ stores across 2 countries
9: RESULTS & GENERAL LEARNINGS SUMMARY
Our bold creative exceeded client expectations, with strong results reported by both the client and their media partners from the 2020 Meet Our Denim campaign.