Client: Primark
Project: Christmas 2025
Territories: Global
🏆 Gold Award – FOOH.com Awards 2026
🏆 Best Branded FOOH – FOOHBase
🏆 Must See Marketing – FOOH.com
We teamed up with the crew at SocialChain on a super-sized festive launch for Primark, featuring their iconic brown bag, which picked up a Gold in the 2026 FOOH.com Awards!
It’s no secret we’re massive Godzilla fans, so when a brief landed to bring a kaiju-sized Primark character to the streets of London spreading some Christmas cheer, we just had to be involved!
Knowing that we needed to include a good dose of sparkle, we shot live-action plates across multiple dawn and dusk sessions around the capital, including a very early morning at the Oxford Street flagship store to grab clean plates before the crowds hit.
It was during post that this project really came together . We built and animated the Primark character in 3D, finessed its walk-cycle to feel big but playful, graded each scene for consistency, composited everything into the live-action footage, and even created the 3D festive window display as we shot weeks before they they were installed IRL. You can see a little glimpse behind the scenes of how we pulled it all together here:
The end result is an unconventional but instantly recognisable Christmas campaign that’s struck a chord with Primark’s fans. Massive thanks to the team at SocialChain for bringing us in on this one.
“We partnered on the Primark Christmas campaign and the results genuinely exceeded expectations. The FOOH execution was polished, visually striking, and delivered to a really high standard, the kind of work you’re proud to put your name next to. The collaboration was seamless; the team was responsive, creatively sharp, and made the whole process feel easy. Strong work, strong people.”
Mike Scott – Exec Creative Director
SocialChain
You can see a few BTS shots from the London shoot below:
Credits
Director: Gary Bannister-Simm
Producer: Jude Summerton
Producer: Denise Johnson
Creative: Eve Young
3D Animation + Compositor: Adam Johnson
3D Modeller: Andy McMillan
Editor: Gary Bannister-Simm
Agency: Social Chain
Client: Primark
Credits
Director: Gary Bannister-Simm
3D Animation + Compositor: Adam Johnson
Editor: Gary Bannister-Simm
Producer: Jude Summerton
Producer: Jasmine Day
Creative: Eve Young
Creative Director: Ryan Harding
Agency: SocialChain
Client: Primark
