PRIMARK HOME
A bold welcome home, right in the heart of Belfast.
1.2m+
Views on Instagram Reels
12.5K+
Interactions
100K+
Views in the first 48 Hours
The Process
With JComms' concept of turning a house into a home as our creative springboard, we began by exploring visual approaches that would bring warmth, scale, and surprise to Belfast’s city centre. Our team developed a full CGI takeover of Fountain House, replacing its commercial exterior with a traditional redbrick home façade, styled to reflect Primark’s interiors range.
Every detail was carefully considered, from the window dressings to the roofline, to ensure it felt believable and inviting. The final animation was tailored specifically for mobile-first platforms, with a strong vertical composition optimised for Instagram Reels. The result: a visually rich, emotionally resonant campaign that helped launch Primark Home with style.
Storyboard & Filming
With a clear concept in place, our team developed a detailed storyboard to bring the transformation of Fountain House to life. We focused on shots that would make the building feel instantly familiar yet surprising — starting with its original facade before gradually revealing its redbrick home makeover.
Filming was kept minimal and ground-level, allowing us to capture the real location cleanly for use as base footage. This ensured a solid foundation for the CGI build while keeping the visuals rooted in a recognisable Belfast setting. With the storyboard approved and location locked, we were ready to bring the scene to life in 3D.
Modelling & Animation
Once the base footage was secured, our team began building the home. We modelled a traditional redbrick home façade from scratch, incorporating stylised windows, interiors, and subtle touches inspired by Primark Home.
To bring the transformation to life, we animated each stage of the build, from the original store exterior shifting into redbrick, to subtle camera moves that gave the illusion of depth and realism. The goal was to balance spectacle with familiarity, making the audience feel like they were seeing something real, yet extraordinary.
Rendering & Post Production
With the animation locked, we moved into final rendering — ensuring every brick, shadow, and reflection aligned perfectly with the real-world environment. Lighting was carefully matched to the original footage for maximum realism, while textures were refined to give the redbrick home a warm, lived-in look.
In post production, we focused on seamless compositing, colour grading, and final polish to unify the live-action and CGI layers. Sound design added the finishing touch, bringing subtle ambient cues that made the transformation feel grounded and believable. The final video was delivered in a vertical format, fully optimised for Instagram Reels, and the reaction spoke for itself.
The Brief
We were brought on board by JComms, Primark’s PR agency, to support the launch of the first-ever Primark Home standalone store, located in Belfast’s iconic Fountain House. Their creative brief was simple but powerful - turn a house into a home, and they wanted to do it with CGI in a way that would create serious traction on social media ahead of the store’s opening.
Building on that concept, we transformed the Fountain House façade into a cosy, redbrick-style home. The goal was to spark emotional connection while delivering a high-impact visual moment that got people talking. The result was a warm, scroll-stopping activation that celebrated comfort, lifestyle, and home design, right in the heart of the city.
