THE BRIEF

THE STAR IN SYDNEY’S PYRMONT SUFFERED FROM A TARNISHED IMAGE. DESPITE A STRONG ENTERTAINMENT OFFERING. AS SYDNEY’S ONLY 24 HOUR LICENSED VENUE AND SEVERAL HIGH PROFILE DINING EXPERIENCES INCLUDING DAVID CHANG’S ONLY INTERNATIONAL MOMOFUKU, THE PROPERTY WAS DECIDEDLY OUT OF FASHION. THE STAR’S SHINE HAD FADED.

I WAS BROUGHT ON BOARD BY THE CREATIVE DIRECTOR TO HELP RESTORE GLAMOUR TO THIS SYDNEY ICON. THIS INVOLVED CONCEPT AND ART DIRECTION ACROSS SEVERAL LUXURY INSPIRED CAMPAIGNS AND BRANDING PROJECTS INCLUDING THE SPRING RACING CARNIVAL PARTNERSHIP, NEW MENUS AND SIGNAGE ACROSS THE PROPERTY.

Race by day,
play by night

LEVERAGING THE STAR’S PARTNERSHIP WITH THE SPRING RACING CARNIVAL, WE DEVELOPED A CAMPAIGN HIGHLIGHTING THE ENTERTAINMENT OPTIONS ON OFFER AT THE STAR AFTER THE RACE.

THE CONCEPT ‘RACE BY DAY, PLAY BY NIGHT’ WAS BROUGHT TO LIFE ACROSS A SERIES OF FASHION INSPIRED IMAGES WHICH SHOWED A SEAMLESS TRANSITION FROM DAY TO NIGHT. PHOTOGRAPHED BY PIERRE TOUSSAINT AND STYLED BY MARINA AFONINA, THE CAMPAIGN PROJECTED A VISION OF LUXURY AND GLAMOUR, DEPICTING A WOMAN COMFORTABLE BETWEEN BOTH WORLDS – THE SOPHISTICATION OF DAY AND THEN THE CAREFREE FUN OF THE NIGHT.