I successfully pitched a campaign idea that involved Guy Sebastian taking over Europe in a 'larger than life' fashion. His oversized figure would be strolling through the major landmarks of Europe, lighting up the Eiffel Tower, spinning the London Eye, and dancing around the Acropolis to finally place the Sydney Opera House into the frame amongst the European landmarks as the voice-over proclaimed: "Watch out Europe... the Aussies are coming!".

Complimentary 15sec teaser ideas were also pitched and involved a gigantic hand lowering into frame and forcibly removing the Leaning Tower of Pisa or the Eiffel Tower, only to be replaced with Aussie icons: the Big Pineapple and the Hills Hoist.

This campaign allowed the promo look and feel to be carried through into Print, Digital and Outdoor and delivered a cohesive and impactful ad campaign that turned all eyes on SBS during the airing of the program.

My role and responsibilities in this campaign included drafting a creative response document, producing style frames for the promo and moodboards/mocks to the production company, composing the photography brief and art directing the photoshoot for key marketing and publicity looks, artworking all the final images and creating assets that were to be delivered business-wide. I was also responsible for producing all the digital and print ads and coding the animated web banners in Flash.

This campaign allowed me to work closely with the Motion team as I was required to provide style frames and concept artwork for a production company to turn my sketches into a vibrant 3D city.

Concepting phase

Photography

Outdoor

Online

Publicity