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Abi Phillips

Graphic Design BA (Hons)
I am passionate about creating the best visually immersive experience, focusing on experiential design and packaging. I enjoy creating campaigns that have a strong concept.

Wagamama – Waga Wiggle (Roulette competition winner)

This is a speculative campaign for Wagamama to support inclusion subtly. Some neurodivergent people exhibit stims (physical movement) and can feel embarrassed in public places. This campaign aims to de-stigmatize this by encouraging diners to embrace their ‘happy food dance’, focused around families.

Advertising (10th March 2026 – 23rd March 2026)
Shown on both social media and billboards around cities, linking the campaign to neurodiversity and using a hashtag to create a community online.
Front of restaurant (17th March 2026 – 23rd March 2027) 
The store front was designed with copy and imagery that encourages movement whilst eating. 
Menu (17th March 2026 – 23rd March 2027) 
Menus showcasing the meal options. This is inspired by the already existing menus to be in keeping with Wagamama’s branding. 
Promotional takeaway box (17th March 2026 – 23rd March 2026)
This item will be for a limited time only in neurodiversity celebration week.
Constant takeaway box (24th March 2026 – 23rd March 2027)
This would be an affordable replacement for the remainder of the campaign.

Hellmann’s – The Real Smooth Criminal

In response to the Hellmann’s D&AD brief, Dan Hatfield and I arrested Hellmann’s mayonnaise. The Real Smooth Criminal needs to rally support and show how criminally creamy he is. He can’t be locked up for long, targeted at Gen Z and millennials. Watch from the arrest to release as the Real Smooth Criminal goes through the justice system.

1. Advertised the news of his arrest for everyone to see. 
2. The packaging put in handcuffs to show the arrest.
3. Supermarket stands become crime scenes.
4. Wanted posters were displayed to encourage people to try Hellmann’s and become accomplices to the Real Smooth Criminal. 
5. Statement from Hellmann’s to rally accomplices (supporters).
6. Court photos released on social media using the support from customers as evidence.
7. Protests to create new accomplices by adding Hellmann’s to their lunches.
8. Vouchers offered in the streets to celebrate his release. 
9. Evidence files dropped through people’s doors with a profile and recipe sheet inside.

Hidden Breeze – The Custom Crotch Comfort

Let’s stop oversexualizing controversial crotch designs (such as crotchless underwear). These were used in the Victorian and Romanticism era, times where courtship and culture were idolized. Let’s bring back this invention to help the 1 of every 20 women struggling with recurring vaginal thrush to create a customizable, breathable product. This was a response to the brief for Pearlfisher targeting women in their 20’s to 30’s.

Advertisement sharing customer experiences of how this helped with their vaginal thrush.
Social media posts introducing the concept of Hidden Breeze.
The Custom Crotch Comfort set, allowing first time customers to try the items. 
Separate attachments are sold when customers know their preferred material.
A donation box at checkout to encourage giving back to others by donating £2 so that we can put a Custom Crotch Comfort set in their local community cupboard. 
Allowing people to donate at checkout or take a card away with the donation website on it. 

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