ABOUT

HSBC are the leading sponsor for the women’s championships held in Singapore. Last year we created a campaign which showed the beauty precision & craft of a golf swing using a colour wheel. This year the brief came back in; I was asked to build on last years campaign & create a stunning piece of work that had high visual impact & which celebrated the event, not just the sport. I was asked to deliver a concept, campaign look & feel & tool-kit for the other partners.

A series of concepts were developed, however the ‘human discoball’ out shone the rest. The idea originated from the golfing green being referred too as a dancefloor; not only did it refer to the sport, but it also acted as a clear call to action. Especially as this year, the 19th hole was expanding into a larger event, with a more festival feel, including live music & foodie stalls.

The ‘dancefloor’ was the perfect platform to pair up music, colour, movement & light. The neon colour palette was a nice evolution of last years work. We used the movement of bouncing light & reflecting lasers to add a vibrancy & energy to the work.

Restrictions like, the lack of pro talent available for us to shoot, was over-come by ‘the human discoball’ suit which was beautifully made from scratch. Designed to look like golf attire with a mirror ball twist. Typographically, we opted to break away from brand fonts for this more creative brief. Instead, adopting neon lock ups to compliment the neon colour palette & an idea that would work really well animated.

The shoot was a fusion of collaborations with Rick Guest, a photographer who really gets how to capture light. Erevos Aether, the amazing talented dress maker to bring our idea to life & two light doctors, who understood how light behaves & just how the light & lasers would bounce off our human discoball.

We shot stunning slow motion for idents & bespoke DOOH placements, digital display, plus two poses in two colour ways as the leading campaign key visuals across OOH & press. The campaign visuals are to be used leading up to the event & plastered across the 19th hole venue in Singapore.