Fujifilm.

Illustration-led retail design, campaign content, downloadable printables, branded social assets & animated storytelling across seasonal and milestone activations.

the client

Fujifilm is a global leader in photography and imaging, with a heritage that spans film, digital innovation, and creative print products. In the UK, their Photo Imaging division champions the tactile side of photography - from instant prints to personalised gifts - with a flagship retail experience at the House of Photography in London’s Covent Garden. My work with the team focused on bringing their playful, print-first ethos to life through illustrated packaging, visual merchandising, family-focused downloadable content, and social media campaigns.

What started as a bespoke illustration commission quickly grew into a multi-faceted collaboration spanning visual merchandising, illustrated content, retail assets, downloadable experiences, and digital marketing. Working with Fujifilm’s in-house teams, I supported launches and activations designed to bring creativity and joy to everyday photography.

Project one - Illustrated Wrapping Paper & Visual Merchandising

The Brief

To celebrate the launch of customisable gift wrap at Fujifilm’s House of Photography in London, the Photo Imaging team commissioned six bespoke London-centric wrapping paper designs - three christmas themed. These needed to feel premium, giftable, and instantly festive, whilst staying rooted in the brand’s playful photographic identity.

the approach

I developed two themed design sets; A Very London Christmas and Love from London. They featured hand-drawn elements that merged iconic London imagery with warm, whimsical charm. These designs were adapted into retail-ready paper rolls, display installations, and social content to support an in-store gift-wrapping service. The designs were also expanded to be delivered for use as a window display in their store in Covent Gardens and on social (including flat lays and lifestyle shots of wrapped gifts).

Project two - Lockdown Printable Projects: Creativity for At-Home Audiences

The Brief

In the heart of lockdown 3.0, Fujifilm wanted to bring a bit of fun and creativity to families at home - designing free printable A4 activity sheets that encouraged kids and teens to engage with photography in a tactile, playful way. Crucially, the assets needed to highlight photo prints as part of the experience, not just the output.

the approach

I designed two key activity concepts:

“Snap & Stick” Photo Challenges – Illustrated prompts (objects, scenes, moments) where users were asked to capture their own photo and stick it into a framed photo placeholder on the page.

“Moodboard Memories” Templates – Print-friendly layouts for Gen Z and millennial users to create visual diaries of their year, with space for 12 photo prints, handwritten notes, and monthly goals.

Each downloadable came with a cohesive design system, easy-to-print setup, clear calls-to-action and was accompanied by supporting digital assets including:

Homepage banner (House of Photography site)
Social media posts and Instagram Story packs
Instructions for printing and use

Project three - Celebrating @fujifilmuk Reaching 100k Followers

The Brief

To mark a major milestone on Instagram, the team wanted bespoke animated Stories that would feel celebratory, personal, and “very Fuji.” The content needed to speak to all corners of the brand, from Instax to mirrorless cameras to classic prints, and spotlight the community behind the milestone.

the approach

I conceptualised and illustrated a set of lively, animated Instagram Story assets that captured:

The breadth of Fujifilm’s creative product range
A timeline of brand moments
Playful nods to audience engagement and photographic nostalgia
Motion that felt handcrafted, not templated
These animations celebrated the milestone in style and reinforced the brand’s playful, accessible voice on social.