PRINT AND DIGITAL DESIGN
In-House Work: Devil Wears Prada 2 Promotional Campaign
Year: 2026
Project Objective:
Developed in conjunction with the cinematic release of The Devil Wears Prada 2, this campaign aimed to translate the film's iconic fashion-forward identity across two key business areas: Gold Class and Traditional Cinema. Leading the art direction of this campaign, including the photoshoot execution and campaign rollout for both business areas.
Project Outcome:
For Gold Class, the creative approach focused on amplifying the premium and luxurious experience synonymous with the brand. Inspired by the polished editorial world of The Devil Wears Prada, I developed a campaign concept centred around Miranda Priestly's bold character and her iconic ‘book’. The complete suite of campaign assets, including menus, point-of-sale materials and supporting digital content.
The menu design incorporated playful references to memorable film quotes, alongside magazine-inspired layouts and editorial-style food descriptions to elevate the exclusive dessert and two limited-edition cocktails available during the promotional period.
The campaign extended across social channels through a suite of supporting assets, alternative creative directions developed to provide flexibility and longevity throughout the campaign lifecycle while maintaining alignment with the core concept.
For the Traditional Cinema component, the focus shifted towards promoting the exclusive merchandise range within Candy Bar environments. Drawing inspiration from luxury fashion editorials and the sophisticated aesthetic that defines The Devil Wears Prada franchise, I developed creative that positioned the merchandise as aspirational and collectible. A high fashion item that everybody wants.
The photography and design direction incorporated the rich red silk motif featured throughout the film's promotional trailers, creating a premium visual language that connected directly back to the film while standing out within the cinema retail environment.
The design direction incorporated the rich red silk motif featured throughout the film's promotional trailers, creating a premium visual language that connected directly back to the film while standing out within the cinema retail environment.
This approach was extended through the use of iconic film quotes in place of traditional CTA language, reinforcing key touchpoints across the campaign and deepening the narrative link to the film.
This project demonstrates my ability to build cohesive campaign ecosystems that seamlessly connect physical spaces, photography, retail experiences and digital channels, ensuring every customer touchpoint feels considered, immersive and true to the brand story.
Disclaimer: The work featured on this page was created as part of my in-house role at Village Cinemas and is displayed with permission for portfolio purposes. It does not represent client work completed by Playback Creative.