MEGAN COX PORTFOLIO

Creative Direction for T2 tea’s sell-out collection of Tea and Book Gift Packs in collaboration with Penguin Random House Australia.

 

In this campaign, titled “T2 x Penguin Books; Be immersed in tastes and tales”, I used the shape of the iconic penguin book sleeve as a design asset across the entire creative suite.

 

My favourite creative outputs were the dynamic digital screen animations which saw the steam of tea transform into the illustrations from each book, as well as photographing the protagonist of the novel unboxing each gift pack in sets designed to look like key scenes from the story; these performed extremely well across socials and resulted in T2's highest engagement to date.

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"We had a chance to go through the creative document in detail. Thank you and your team so much for this, I can really see the amount of effort and love gone into this. I absolutely love the creative direction your team has gone with, keeping true to the T2 style, and putting a modern twist on Penguin’s Popular Penguin books. The marrying of the imaginative flow from a book and steam from a mug is very clever, and I think it’s a great way to create some movement and is eye catching. I can’t wait to see the animated version of this!

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The studio photography, unboxing elements and lifestyle photography looks great. Capturing the gift boxes in different settings will keep the creative looking fresh throughout its campaign. The studio photography concept is a real nod to the Penguin tri-band and the belly bands from the packaging too.

The website assets, EDMs and visual merchandising are very cohesive. I think there will be great conversion of customers seeing it digitally, then heading in store to see for themselves. The Genre Signage is very clever – bookish and ties in T2’s iconic orange cube at the same time.

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I too am really looking forward to seeing this campaign come to life."

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Penguin Books post reviewing the final creative direction deck for approval

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