Prospective campaign concept celebrating Carrefour Tex’s rebrand and 45th anniversary.
Real life moments aren’t curated — they’re chaotic, messy, and unpredictable. These are the moments we live every day.
Tex doesn’t try to compete with high fashion; it embraces the everyday. While life spirals into chaos, Tex remains simple, reliable, and effortlessly wearable — the constant amongst all the noise.
Because when everything else feels complicated, what you wear shouldn’t be.
Relatable moments captured as GIFs (the internet’s favourite language) were used to suggest the true power of Tex’s products, spanning generations of families.
OOH ads featuring off-brand AI generated families to subvert and enhance the message of authenticity and simplicity.
The quirkiness of the campaign translates well for chaotic, relatable content across social.
Branded booths set up in hypermarkets upload to a giant digital installation elsewhere in the store, featuring real fabric threads woven with LCD strips to create a unique Tex family anniversary photo.
Project credits
Design & Art Direction: Joel Woodford
Copy & Creative Strategy: Talia Voon
Animation: Joe Wilson