Integrated advertising campaign for Queensgate and Chartwell Shopping Centres
Queensgate and Chartwell Shopping Centres are malls based in Wellington and Hamilton, New Zealand. They required a creative campaign to announce the arrival of the new season, and to help cement their position as a fashion forward player in the retail market.
Most seasonal fashion campaigns are centred around trend-led 'mood' photography; however in this case the client did not want to pursue a photoshoot. My solution to this problem was to create our own fashion imagery via the medium of photo-collage - this would allow us to produce two hero images which communicated key seasonal trends, without actually showing the garments themselves.
I produced two hero collages, in response to trend copy provided to me by the centre's stylist.
I also designed a DM piece for both Chartwell and Queensgate. A folded style guide with content provided by their stylist using products from brands housed within each respective centre.
This campaign was rolled out as press advertisements, bus-backs, billboards, kerb-sides, Adshels, in-store POS, direct mail, and social media.