As Art Director, I conceptualised and curated the look and feel of Woolworths' Easter campaign, built around a single idea: Hopville — Woolies' home of everything Easter, a place where everyone's welcome. I developed Hopville as a complete visual world, with its own warmth, colour, and character, then carried it across every touchpoint so the campaign felt less like advertising and more like an invitation. The result is an Easter that's joyful, generous, and unmistakably Woolworths.
