Reimagine Retail

Date: 2021
Role: Creative Strategy & Campaign Development

I was part of the team behind Shopify’s Reimagine Retail campaign, an integrated brand platform celebrating the independent Australian businesses redefining how retail could show up, connect, and grow.

Created during a pivotal moment for commerce, the campaign challenged the idea that retail was limited to a physical storefront. By spotlighting Shopify merchants including frank green, MAAP, Go-To Skincare, and Who Gives A Crap, the work showed how ambitious brands could meet customers wherever they were across physical and digital channels.

I supported the creative strategy and campaign development, helping translate the core idea into a cohesive system across digital content, out-of-home, digital out-of-home, programmatic media, and video. QR-enabled placements connected the physical campaign directly to the merchants behind it, giving audiences an immediate way to discover their stories and shop their products.

The result was an optimistic, merchant-first campaign that positioned Shopify as an essential partner to the businesses shaping what retail could become next.