Big

The brief changes every week - a new event, a new audience - but the identity can't. The challenge wasn't to create, it was to stay consistent. BIG runs two faces under one identity - Big, the family shopping mall with weekly kids' events, and Big Fashion, its retail arm - and both needed new campaign visuals almost every week, each with its own event and message. The layout was templated: logo placement, text zones, and formatting for all ad channels The real challenge was the Ai generated visuals. Every visual had to work at billboard scale and still hold up on a phone screen, so I built out a prompt library in Claude to keep the aesthetic - lighting, background, mood - identical across dozens of generations, no matter the event. That consistency, at scale, across formats, was the skill this project actually taught me.