Melbourne is Spring Racing

MYER has the naming rights for racing’s famed Fashions on the Field, so the concept was to firmly establish Melbourne, the home of MYER, as the destination for racing fashion.

Location played a crucial part. Not only ensuring it was unmistakably Melbourne, but also reflecting the notorious spectacle of people in their finery on public transport. This juxtaposition also served to democratise fashion; something for every person, not just those with an invitation to the Birdcage.

Campaign assets: Animated OOH, VM, VOGUE and ELLE editorial.

Ideation, concept development, creative direction, location scouting, on location/set art direction.