Entrusted with bringing Greggs’ homegrown warmth to the bright lights of Leicester Square, I designed a series of videos for display outside their new flagship store. Initially tasked with executing pre-approved creative, I developed speculative concepts in my downtime that led the client to expand the project scope — giving me creative freedom to experiment with the iconic brand. Created using Illustrator and After Effects, I adapted each piece for two-metre digital signage, ensuring compliance with public display regulations. The series showcases Greggs’ cheeky Northern charm on a global stage, standing out confidently in a landmark London setting. Still live today, the work was recently featured in the Channel 4 documentary Greggs vs McDonald's: The Fast Feud.