Project Overview
To boost footfall and festive spirit over the holiday season, Coal Drops Yard—a modern retail destination in King’s Cross, London—launched the “Off Piste” campaign. While working with Elvis London, I was part of the creative team responsible for bringing this concept to life through a multi-channel campaign designed to attract shoppers and passersby during the busy Christmas period.
My Role
As a Designer, I helped develop and deliver the campaign across both print and digital platforms, ensuring the visuals:
Captured the offbeat, contemporary tone of Coal Drops Yard
Felt festive without falling into traditional Christmas clichés
Engaged a style-conscious, urban audience in a crowded retail environment
The Challenge
The campaign needed to:
Stand out during a highly competitive shopping season
Appeal to a local and visiting audience around King’s Cross
Reflect Coal Drops Yard’s modern, independent brand mix while still delivering festive appeal
Creative Approach
“Off Piste” played on the idea of going off the beaten track—a nod to both winter sports and the unique shopping experience at Coal Drops Yard. The creative leaned into:
Bold typography and layered visuals to evoke movement and energy
Unexpected festive imagery—blending alpine themes with urban cool
A mix of static and animated assets to suit both print and digital channels
Execution
The campaign rolled out across:
Large-format print: Posters, billboards, and on-site signage throughout King’s Cross
Digital ads: Animated banners, social ads, and screen takeovers
OOH placements: Key commuter and high-footfall areas to drive real-world engagement
Impact
The campaign successfully increased awareness of Coal Drops Yard as a Christmas shopping destination, bringing a fresh, unconventional energy to the season. With its mix of striking design and strategic placement, Off Piste cut through the holiday noise and helped drive traffic to the complex during a key retail period.
