OOH campaign 2026

The brief was to redesign the 2025 “It’s Not Magic, It’s Motorway” OOH campaign. Working closely with the Art Director, we reviewed the original design and found that the main message was too small, which reduced brand awareness. Eye-tracking tests also showed that viewers focused more on the smoke effect and the talent rather than the message.To address this, we made the headline larger and more confident. We zoomed in on the scene, brought the talent closer to the message, and increased the size of the text box to ensure it captured attention. We also highlighted key words in yellow, our brand colour, to help the message stand out and create a strong visual hook.I was responsible for creating all print assets and animations for the underground escalator panels and Shell digital panels. We used the logo as a panel divider to make the design bold, clear, and easy to recognise, followed by the campaign messages.The campaign was featured across the UK in multiple formats.