The Atelier

Spring Racing Carnival is a fiercely competitive retail event. With major competitor David Jones heavily in the market during this time, it was important to establish MYER as the place to shop.

Appealing to those who may attend more than just one race day and those who build their outfits either from their headwear or their dress. The concept established not only a 'one-stop-shop' for the entire outfit; beauty, fashion, footwear and accessories, but seamlessly highlighted the attentive service synonymous with a department store in a direct challenge to its competition.

Campaign assets: Content film, VM, VOGUE and ELLE editorial.

Ideation, concept development, campaign creative direction, film direction, location art direction.

At the time, Facebook reported the film as having the most successful engagement of any MYER content.