"Unwrap the Magic" was a standout holiday campaign that transformed a prominent building in Shoreditch into a giant, living advent calendar for global fashion and design brand H&M. Each day in December, a new window was revealed, showcasing carefully curated gift ideas from H&M’s seasonal collections—turning the building into a festive, ever-evolving retail experience.

The activation created a strong sense of anticipation and discovery, encouraging foot traffic and social sharing while reinforcing H&M’s presence at the heart of the holiday conversation. The installation wasn’t just decorative - it was interactive and purposeful, blending visual storytelling with product promotion in a playful, high-impact format.

This centrepiece formed part of a wider out-of-home (OOH) strategy, which included large-format murals, banner ads, and digital OOH placements across major UK cities. Together, these touchpoints created a cohesive, multi-channel campaign that brought festive cheer, and brand visibility, to high streets and city centres nationwide.

Note: All illustrations featured were designed and illustrated by Maddalena Carrai in collaboration with Mural Republic. My involvement in this project was as part of the media planning team, where I contributed during the initial concepting phase. I did not create the illustrations myself but had the pleasure of supporting the campaign media buying and planning.