Overload The Senses
Client: Macquarie Centre
Scope: Brand Strategy, Campaign Identity and Toolkit, Season Campaigns inc. Collaboration and Event Concepts - Video, Photography, Advertising executions, Tactical briefs
Collaborators: Never Sit Still, Jordan Stokes, Janaya Laws
Role: Executive Creative Director – Born & Raised

Until recently, Macquarie Centre was a tired Sydney suburban shopping mall. After a major redevelopment by owner AMP Capital, it re-opened last year, now boasting a premium fashion wing that’s unrivalled in north–western Sydney. No other centre in NSW can boast its mix of international majors, including H&M, Uniqlo, Zara and Gap.

Driven by our organising idea ‘Overload Your Senses’ our campaign direction was to connect with our primary target of affluent fashion-forward shoppers. It underpins an effort to develop original experiences via collaborations with key influencers and artists. Spring/Summer launched to an event backed by a live soundtrack of Sydney Youth Orchestra x DJ Gloves creating original music that interpreted key season trends.

An influencer platform supports the season, and unique product collaborations with designers feature as a gift with purchase in centre. The centre marketing team is living the promise of leadership through original thinking, supported by a campaign toolkit that delivers a premium expression and stimulates the senses through clashing seasonal frames and overt language. Born & Raised supports Macquarie Centre across seasonal campaigns and tactical briefs.