Campaigns

YOUTH
Client: David Jones

The youth market don't consider a traditional department store among their shopping destinations. Using insights from my editorial background in fashion and lifestyle, we created a film, digital hub and social strategy featuring emerging talent from art, film, dance, music and sport in the latest collections. We authentically engaged with and fostered the talent (we promoted our music talent during ARIA Awards week) allowing true engagement with the youth market.

THE TRAILER

Read the interviews here.

The campaign was such a success that we even added new artists to our line up to promote during the ARIA Awards week.

 

Check out the micro-site here.

THE FILM

Creative partner: Radge Ratsaphong @ TBWA.


EQUALITY
Client: David Jones

Australia's biggest retail client wanted to participate in the 2016 Gay and Lesbian Mardi Gras. Determined to do the community and the brand justice, we tackled the issue of diversity in the workplace and society through a film, social and an activation. 
It earned us a Cannes Lion nomination.

carlotta-event.jpg

THE WINDOWS & VISUAL MERCHANDISING
Carlotta dressed the windows and we shared her inspiring transgender story in the iconic Sydney David Jones windows and instore.

SOCIAL MEDIA
We created dialogue around transgender rights and had incredibly positive engagement.

THE FILM
We created our campaign around Australia's first transgender diva and a former employee of David Jones, Carlotta. By sharing her story we meaningfully discussed gay pride.

ACTIVATION
Carlotta hosted an instore event that took over four floors of the flagship Sydney store. 

THE CASE STUDY
Creative Partner: Sam Curcio @ TBWA and Creative Direction by Russ Tucker @ TBWA.