THE STAR / BRAND
A new era for an iconic Sydney venue
2016
THE BRIEF
THE STAR HAD LOST SOME OF ITS SHINE. DESPITE BEING SYDNEY’S ONLY 24-HOUR LICENSED VENUE — WITH AN ENTERTAINMENT OFFERING THAT INCLUDED HIGH-PROFILE DINING, LUXURY RETAIL AND DAVID CHANG’S ONLY INTERNATIONAL MOMOFUKU — THE BRAND HAD BECOME DECIDEDLY UNFASHIONABLE.
I JOINED CREATIVE DIRECTOR MARIA AUSTIN TO HELP RESTORE GLAMOUR TO THE SYDNEY ICON, DEVELOPING CONCEPTS AND ART DIRECTION ACROSS A SERIES OF FASHION-LED CAMPAIGNS AND BRAND EXPERIENCES.
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 THE RACES BY DAY AND THEN THE CAREFREE FUN OF THE NIGHT.
The Star of the Season
TO PROMOTE THE PROPERTY OVER THE CHRISTMAS SEASON – A TIME MANY MIGHT (HOPEFULLY) HESITATE TO VISIT A CASINO – WE HEROED THE IMPRESSIVE AND SURPRISING OFFERING THE STAR HAD, INCLUDING GLAMOROUS PARTY VENUES, INDULGENT SEASONAL MENUS AND LUXURY SHOPPING OPEN ALL HOURS.
THE BEST IN DINING, LUXURY SHOPPING AND SOCIAL EVENTS BECAME THE STARS OF THE SEASON.
Branding
OTHER PROJECTS INCLUDED SIGNAGE ACROSS PROPERTY, MENU DESIGN, PROMOTIONS, SPA MENUS AND HOARDINGS FOR THE DARLING HOTEL.
CONCEPT AND ART DIRECTION
CREATIVE DIRECTOR: MARIA AUSTIN