NIKE WOMEN NEW STORE AWARENESS CAMPAIGN // NORTH AMERICA

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THE BRIEF

R/GA Sydney took on overflow for the US office with the Nike Women's new store awareness campaign. I was brought on to roll out both print and digital assets, translating approved look and feel into finished art for roadside billboards, EV charging stations, bus ads and bus shelters in a number of cities through North America.

I also provided design for the accompanying digital campaign across a spectrum of social and web apps.

In addition unique QR coded geo-targeted post cards made up the direct print marketing component and simple POS signage for in-store launch offers was designed to drive nike app downloads and complement the digital offering.

To executed the creative vision meant creating unique accurate map illustrations for each of the new store neighbourhoods to run as artwork backgrounds for the campaign.

Adobe CC was used for art creation, focusing on Illustrator, InDesign and Photoshop while Figma was used for digital artwork.

RESPONSIBILITIES

+ graphic design of campaign roll-out
+ project management
+ post production
+ finished art for print and digital
+ illustration of map backgrounds
+ image selection
+ re-colour figure illustrations

DIGITAL ASSET CREATION
+ Waze
+ Twitter
+ Facebook
+ Instagram
+ HTML Ads
+ Spotify companion

OOH PRINT
+ buses
+ roadside
+ EV chargers
+ bus shelters
+ street-talkers

OTHER PRINT
+ In-store POS signage to drive app dowloads and engagement
+ Print postcards for direct marketing with unique QR activations

THE CONCEPT

We wanted to collaborate and explore some visual aesthetics, skills and techniques we hadn’t had the opportunity to with our clients thus far and show potential clients what we could offer.

THE RESULT

A sun-drenched table-scape styled with beautiful deli-goods, quietly spectacular jewellery, and sculptural ceramics. This test shoot was all about capturing a relaxed Mediterranean atmosphere and the fading beauty of summer.

RESPONSIBILITIES

+ creative direction
+ styling
+ pre-production
+ retouching

CREDITS

+ Creative Direction + Design Alecia Green
+ Photo Nic Gossage
+ Styling Alecia Green
+ Set Design Charlotte Koch
+ Jewels Stephanie Said
+ Ceramic Art Ignem Terrae Ceramics

DOMAYNE SUMMER ALFRESCO 2018

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design
+ trend forecasting
+ product selection

booked execution
+ shoot concept
+ art direction
+ project management
+ shoot team selection
+ styling brief
+ retouching management
+ graphic design
+ finished art
+ typography

THE BRIEF

To bring an atmosphere of sophisticated summer luxe to Domayne’s outdoor furniture offering. We reinvented this annual concept by creating a fresh yet on-trend mediterranean escape despite storm conditions here in Sydney.

BRANDS

Real Living
Country Style
Australian House & Garden
Gourmet Traveller
Belle
Harper’s BAZAAR
Elle

+ Photo Ed Urrutia
+ Styling Rhianne Contreras
+ Production William York

RESPONSIBILITIES

+ ideation and concept
+ graphic design
+ client presentation
+ casting
+ pre-production
+ creative direction
+ project management
+ all crew, content and post production briefings
+ finished art

THE BRIEF
To showcase the HARVEY NORMAN personal grooming category in a premium context, we created a modern femininity in an up close and fashion forward context. The aim was to showcase the product in a self-care series that covered hair styling, hair removal and dental care in an intimate, fashion forward, on-trend and naturally glamorous way.

MEDIA BRANDS
Elle
Cosmopolitan
Harper’s Bazaar
OK
NW
Woman’s Day

+ photography Diego Jose
+ styling Emma Kalfus
+ creative direction Alecia Green
+ graphic design Alecia Green
+ hair Brad Mullins
+ make-up Joel Phillips
+ model Brooke Durant and Lulu De Freitas
+ production Sam Lawrence

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management
+ implementation

THE BRIEF
Snowgoose premium hampers wanted to communicate the superior quality and artisanal origins of their produce.
We invited the Gourmet Traveller audience to indulge themselves and their loved ones in hampers worthy of their attention based around key timings throughout the year. Incredible delights are presented in a series of four luxurious still life shots capturing Winter Luxury, Summer's best produce, sweet Easter delights and rich Father's Day indulgence.

MAGAZINE TITLES
Australian Gourmet Traveller

+ photography Scott Hawkins
+ styling Lucy Tweed 
+ production Emily Fitzpatrick

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ stylist briefing
+ project management

THE BRIEF
To beautifully capture the celebratory recipes of 10 of Australia's most exciting chefs for the 10 year anniversary of Harvey Norman Gourmet Institute event series. 

MAGAZINE TITLES

Australian Gourmet Traveller

+ Photo William Meppem
+ Styling Clair DelMar
+ Food Prep + Testing Nick Banbury

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management

THE BRIEF
A successful creative pitch to Holman Industries — a brand new to print advertising — concentrated on their self-irrigated green wall products as a way to enjoy the freshest of herbs and garden produce.  As part of their rapid expansion strategy, the creative tapped into the captive audiences of Gourmet Traveller and Australian House & Garden.
The shoot positioned the brand at a premium lifestyle level with a slick, moody but artisanal aesthetic that presents a range of easy, practical and beautiful interior green wall and external garden bed solutions.
The project saw further engagement from Holman across digital platforms as well as sponsorship of the House & Garden Top 50 Rooms Award Outdoor Room category.

MAGAZINE TITLES
Australian House & Garden
Australian Gourmet Traveller

+ Photo Ben Hansen
+ Styling Rhianne Contreras

RESPONSIBILITIES

booked execution
+ project management
+ pre-production
+ co-art direction
+ retouching
+ finished art

THE BRIEF
To showcase Harvey Norman's summer outdoor furniture offering in a fresh, accessible and sophisticated way.

MAGAZINE TITLES
House & Garden
Real Living
Homes +
Gourmet Traveller
Belle
Women's Day
Woman's Weekly

+ Co-Art Direction Alecia Green
+ Design + Creative Direction Johnnie Crawford
+ Photo Brett Stevens
+ Styling Sarah Ellison

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management across an extensive print production schedule

THE BRIEF
To create extensive consumer awareness of their new product Simply Soup, Campbell’s engaged us to produce a series of four pieces of brand creative to run across a wide range of titles throughout the year. To appeal to the busy, health conscious, savvy consumer, the creative captures a rustic, natural aesthetic while it’s simplicity and clean styling conveys an easy meal solution to a mass audience. The creative achieved premium placement within book across a number of titles due to it’s strong execution.

MAGAZINE TITLES

The Australian Women’s Weekly
Woman’s Day
Take Five
OK! 
Good Health
Recipes + 
NW

+ photography James Moffatt
+ styling Olivia Blackmore
+ productionEmily Fitzpatrick

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ retouching
+ graphic design
+ finished art
+ typography
+ project management

THE BRIEF
To set the tone for the launch of their Wonderful Lash Mascara with Argan Oil, Rimmel wanted to tap into a bond-girl style glamour and sophistication with their ambassador Georgia May Jagger and showcase the benefits of argan oil. We created a lash diecut paper-stunt for Cosmopolitan, the success of which lead to further advertorial bookings and extensions of the creative across Elle and OK!
The client was so happy with the content they used it as an international print design benchmark and case study to be adapted for advertorial content across the globe.

MAGAZINE TITLES
Cosmopolitan Australia
Elle Australia
OK!

NESPRESSO: THE STORY OF COFFEE

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management
+ copy and styling briefs
+ client facing

THE BRIEF
To educate a sophisticated food audience about the provenance, farming, flavour profiles, processing and sustainability mission behind Nespresso’s product offering. This was three part series intended to bring the simplicity of the real ingredients to the forefront of the consumer’s mind and create a clear differentiation between the Nespresso offering over imitator coffee pod brands.

MAGAZINE TITLES 
Australian Gourmet Traveller

+ photography Will Horner
+ styling Adam
+ production Sam Lawrence