BIG W Summer Launch
As part of BIG W’s turnaround plan they set out to highlight their apparel ranges through engaging content for social and owned channels. To launch their Summer Activewear, Basics and Swimwear lines I developed a concept that centred around bold colours & fun and dynamic movement. The photography aimed to be authentic, yet simple and was a significant step away from anything done previously. In fact there was a 6% Sales uplift across Womenswear and 10% lift in brand awareness from the campaign.
Role Concept, Art Direction, Editor and Lead Designer / On Set Art Director Michelle Slimming Bauer Media / Photographer Phillip Castleton / Videographer Will Suen (2018)
Activewear
As part of the rollout of the campaign, I edited all videos and produced all assets. Content included content for Collection Units, Stories and In stream videos.
Basics
I also led and designed an eDM and Website landing page for the campaign using the photography captured.
