Any time the shopping mood strikes whether on the couch or on the commute inspiration can find you anywhere from every Westfield. Get the perfect gift on the go or have the brands you love and trust at your beck and call served with care to your front-door, or at your local centre Something wonderful is on the way to Aussies near and far . Now you can Westfield wherever you are.
Westfield Direct brings you the best of Westfield in an inspiring Online experience that gives you the freedom to shop the brands you love wherever you are, whenever you want, and get them delivered in a way that’s convenient for you.
We simultaneously built a brand and created a launch campaign in under 6 months. This included creating everything from branding, infrastructure and packaging design, to merchandising the site and creating the magical launch campaign across all paid, owned and social channels.
Making Christmas Merrier
The annual Santa photo is a cherished Christmas moment that Westfield helps families experience every year. However for children with sensory processing challenges, the music, lights and busy environment can be too overwhelming, and families are reluctant to take part.
Inspired by this customer feedback, we worked with Autism Spectrum Australia to create Sensitive Santa – a calm photography session run before shops are open, when the lights are low and the crowds are gone.
To create awareness around the initiative, we created a film that showcased one family’s magical experience.
Aunty's House is our own initiated project. (Sylvianne Heim, Simone Ellis and myself) An App that brings together people with a need and people who want to do social good. Aunty’s House is a secondary (early) intervention that offers ‘breathing space’ (temporary accommodation and access to professional support services) for women caught up in the early stages of a violent relationship.
From the hair salon to the playground (and the Portuguese tart stand in between) - every inch of Westfield is made for families. And most of them arrive by car.
With this in mind, we created a suite of laid back spots that celebrated the family drive to Westfield, reminding people of all the reasons to visit.
Waking up at 4am in the morning, bleary eyed and exhausted, but determined to plough through sleep deprivation to watch your beloved team in the most competitive football competition in the world.
That’s the stark reality of English Premier League fans who live Down Under.
The opportunity to collaborate with Mundial, who are widely celebrated in the football world for their deep-rooted passion, understanding of fan culture and strong point of view was a dream come true.
To create genuine content that celebrated the fans who when questioned reply - because football.
Come late October every year, the sight of Christmas decorations at Westfield is met with a fair amount of cynicism. Tinsel already?
But after a year of Covid, it almost felt like Christmas 2020 couldn’t come soon enough.
So despite things looking and feeling a little different that year, Westfield set out to remind people that nothing stops the magic of Christmas. Whether it’s the simple act of putting up your Christmas tree, baking homemade mince pies, or even visiting a Westfield centre to soak up the Christmas decorations.
The Revival is On
Spring is all about revival. The sun’s back out. The flowers are blooming. The social season is gearing up again. And when it came to spring trends in 2019, the 80s & 90s fashion revival was most certainly on.
So for Westfield’s Spring campaign, it only made sense that we launched the season with an old school dance off - the perfect way to showcase the latest throwback threads in-store.
We are all more than ready for a bit of festivity and a reason to smile. We know Christmas will still look and feel a little different – but with the help of Westfield, there'll be Santa, there'll be presents, there'll be pudding, and there'll be our loved ones nearby (or at least on the phone.) So more than any year before, we can say... Bring. It. On.
What do you do when regional Australia doesn’t believe you have great coverage? You head to way out there, with a small, bespoke crew to show that ‘Yes’ we cover here, there and everywhere.
It worked in Tasmania. Next the Northern Territories & Western Australia.
An integrated film produced for the Optus BBL Sponsorship, in collaboration with the Melbourne Stars. An agile and pro-active campaign which was ideated, shot & post produced to be on air within two weeks.
A simple film, beautifully shot over two days on location in regional Victoria, with Melbourne Star players, to demonstrate that Optus has more regional areas covered than ever before.
Spring is all about experimentation at Westfield, with fashion icon Yasmin Sewell leading the charge as Westfield's styles muse for Spring/Summer 17.
Project Sunlight Social Launch. Unilever is the world's third-largest consumer goods company. It owns over 400 well known brands including Dove, Hellmann’s and Persil but it had never positioned itself as a brand. We were tasked with helping them to do this globally, so we decided that they should lead with their sustainability plan – their ambition is to be 100% sustainable by 2020.
Unilever wants to make the world better and more sustainable. They already do some great stuff including hand washing programmes and water sanitation projects but they know they can’t do everything; they need help.
The whole green issue can make some people switch off so we needed a new way to inspire them. We decided that looking at the world through the eyes of a kid could do this. The way kids see it; the world is full of possibilities, if there’s a problem, they’ll find a solution.
We travelled the world to find out what kids thought about sustainability and how they see things. We met some amazing kids, who had some fantastic ideas on how to make the world better. We created a film about this and used it to help promote Project Sunlight – a movement to inspire the world to take small actions to make a big difference. The response to the film has been incredible; there have already been over 18,000 likes and over 6,000 shares (both organic) in the first few days and over 20 million views on YouTube.
It’s when we dare to step outside that circle of comfort, and embrace risk-taking, we discover and we grow. But as creatures of habit that first step can be a daunting one unless we are presented with an opportunity to try. A special occasion is the perfect reason to take that first step, overcome personal style barriers and try something new. It’s a time when you want to present your best self. You purposefully shop for an occasion; it’s an invitation to leave your daily routine, take a risk, get dressed up, be the you, you want to be. From wedding to racing, whatever the occasion might be, we invite you to Westfield this Spring and fall in love with something new.
I love a super shoot so check out my vimeo account for more Boomerangs and Smartscreens
Finalist in the Ciclope Awards for Fashion
Today the fashion industry is embracing authenticity in the most intimate way possible with a trend towards championing the notion of family. Amid the world’s turbulent times, we are putting fashion & beauty into perspective through a more cheerful and human connection. It is time to show personality & authenticity, and there’s no richer way to do this than to uncover who you are and where you came from. The family represents a safe haven, a place of trusted advice, inclusivity, nostalgia & support. Cross generational love & inspiration is everywhere. Westfield is the place she escapes to with her Mum and grandmother, a place she takes her own family shopping or just when she needs some ‘me’ time. We have been uniting fashion & families for over 60 years. Through a colourful, stylized and optimistic narrative, our families (talent) will visually represent the ultimate Westfield curation & connection.
One Generation, One Family, One Westfield.
I love a super shoot so check out more assets on my Vimeo.
The H-Street trainers have been running since the 1960 Spring Olympics in Rome evolving from the track to the high street. The success of their re-launch through our concept of “Colours that Run” meant that the only shoes left in stores after 24hrs were the ones in our display
Shred-it is a security company that disposes of confidential printed material. To highlight this we left what looked like confidential letters on trains, in cafes and the like and covered a van in them to get across the message that you never know who could get their hands on your papers if you don’t dispose of them properly.
Toilet Duck is on a mission to clean up Britain’s toilets - we got him to take on some of the worst at a music festival in London and we also created a site to help people nominate other toilets around the UK that needed Duck’s attention.
Mask flyer
We also created a Duck mask to tell people about the website and encourage them to become a secret agent and help Duck.
Microsite
On the microsite you could nominate a toilet to be cleaned up and vote on the loos you thought needed Duck’s help. The top ten loos would receive a make-over and the people who nominated them would win a great prize.
Lots of TV stations in New Zealand relied upon famous faces to sell their products.
TV3 was bottom of the ratings, so we decided to use ambient stunts and clever media placement to gain stand out. Luckily this worked and they jumped to the top of the table.
Dame Edna, the ultimate style matriarch, invites you to a fashion lunch to celebrate her three favourite f-words: Fashion, Family and Food.
