SBS
Filthy Rich & Homeless
Can 5 wealthy Australians survive ten days of living like homeless people, on the streets of Melbourne? Another compelling 3 part documentary commissioned by SBS.
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The supporting marketing campaign aimed to address the issue of Homelessness in Australia and the general misconceptions and stereotypes associated with it via engaging and provocative creative imagery.
Along with the challenging themes of the show, we were presented with the challenge of photographing the participants prior to their experience and directly after they filmed the show and had to create concepts that would be flexible enough for us to pick up again a year later when the show was due to air.
As well as being involved in the ideation, concepting & mock-up phases, I worked closely with the photographer and production crew on the day of the shoot to ensure that despite the constant rain, we were able to shoot successfully and deliver campaign and publicity images that were compelling and engaging. I was also responsible for retouching final images of the participants and rolling out all the campaign collateral.
Concepting phase
Digital
In addition to the standard Marketing Campaign assets, I pitched a Time-lapse concept for social and outdoor advertising that would show one of our participant’s journey change from a wealthy businessman, to a homeless man over the course of the ten days. Working closely with a motion designer, we developed this dynamic and impactful creative that lived in adshel placements in train stations and bus shelters.
