Launched in store the new Primark Denim Co. campaign captures the very essence of the Denim Co. brand. Featuring the campaign line Rhythm + Blue the creative uses iconic photography to show models across all age ranges wearing core denim pieces from the Primark range. As an integral part of the campaign, a digital version was created for in-store and online which features music from up-and-coming band The Struts. We created a campaign identity, windows, and retail graphics and art directed the campaign photography and video.