ABOUT

STRATEGY
Festival Place is a shopping mall with fashion, food outlets, homewares, electronics and leisure activities all under one roof.

I was asked to create a concept for a brand campaign, initially for outdoor media.

The new outdoor media brand campaign needed be flexible enough to carry promotions for all the mall's offerings and activities, while cutting through the many other messages and visual stimuli from the individual shops in the mall.

Above all, it needed to position the mall firmly as a centre for pleasure and entertainment, blending a sense of accessibility with aspiration.



EXECUTION
Looking beyond the surface value of the purchase made or event attended, I created a campaign around snapshots of moments of happiness for customers as they find what they've been hoping for at the mall.

I used close-up, engaging, documentary-style photography with a "happiness barometer" labelled mathematical trajectory lines and simple, informal headlines to give a tongue-in-cheek analysis of that exact moment for that particular person.

This sophisticated and engaging visual style is very versatile and would work equally well for digital or video channels, as well as outdoor display advertising.