Client
Shell & Paramount Pictures
Role
Designer + Artworker
Platform
Omnichannel marketing
To drive volume and brand excitement around Shell V-Power, we partnered with Paramount Pictures and the launch of Mission Impossible – Fallout to create a high-energy promotional campaign. The campaign focused on turning everyday journeys into thrilling experiences, tying in the line “Anything feels possible with Britain’s No.1 performance fuel.” Customers who spent £30 or more on Shell V-Power were in to win epic Mission Impossible-themed prizes – ranging from BMW driving experiences to private screenings and a once-in-a-lifetime trip to Hollywood.
Tools:
With creative direction tightly governed by Shell, Paramount, and the Mission Impossible franchise, the challenge was to deliver excitement and energy while staying within rigid brand and legal constraints. We needed to deliver multiple on-brand, visually engaging touchpoints—from print to digital—that clearly communicated the offer and sparked participation at every stage of the customer journey.
I was responsible for the artwork and design execution across multiple formats, ensuring consistency and impact from forecourt to mobile. We leaned into the film’s signature energy and visuals while anchoring every element in Shell V-Power’s core identity. I applied the “Anything feels possible” messaging across large-format posters, in-store point-of-sale, animated banners, and a digital competition hub – all crafted to feel thrilling and aspirational while keeping the user journey smooth and intuitive.
We brought the campaign to life across multiple touchpoints – each designed to capture attention, drive action, and stay true to both Shell and the Mission Impossible brand.
Social media promotion
Bold, cinematic visuals and headline messaging were used across Facebook to build hype and explain how to enter – encouraging fans to complete their mission.
Promotional videos
We created dynamic video content for TV adverts and YouTube, to amplify the campaigns message and immerse viewers in the Mission Impossible world – driving excitement, awareness, and participation across digital platforms.
Forecourt digital screens
Simple, striking animation paired with dynamic headlines ensured the promotion cut through during refuelling, while keeping messaging fast and clear.
Animated digital banners
Mission-themed assets used motion to build excitement and drive traffic to the landing page—reinforcing that anything really does feel possible.
Targeted Waze adverts
Location-aware ads reminded drivers near Shell stations to top up with £30+ of V-Power for a chance to win, delivering smart, relevant prompts in real-time.
The campaign saw a 5.6% increase in Shell V-Power sales across the UK during the promotional period. Despite tight restrictions, our digital-first approach delivered compelling creative that captured attention across multiple touchpoints. The visual identity successfully blended Shell’s brand with the Mission: Impossible aesthetic – driving participation and brand engagement without sacrificing clarity or compliance. By aligning film excitement with fuel performance, we turned everyday journeys into something extraordinary.
This was a brilliant example of balancing strict brand rules with high-energy design. With over 200 digital banners created for the campaign, having strong artwork foundations from the outset was crucial. Every asset had to pass Shell’s internal checks, making precision, consistency, and technical accuracy just as important as creativity.
