BIG W Elevated Content
As part of BIG W’s transition we were tasked to create of suite of elevated content. This is content created to celebrate BIG W’s great ranges and drive basket growth. Thumb stopping content that sells the range, inspiration, brands or convenience and excite & inspire. Fashion led categories that perform well in digital channels take the lead.
As BIG W’s purpose is centred around young families the content is targeted at families, focusing on authentic family moments and the ‘perfectly imperfect’.
Autumn 2019
For the Autumn range, I chose to focus on everyday family moments at home trying to capture mid action shots. There was also an opportunity to highlight 2 key clothing pieces - Mom Jeans and Boilersuit. We produced a range of imagery and video content for roll out across social and owned channels.
Role Concept, Art Direction, Lead Designer / On set Art Director Sara Wilson Hogarth / Photographer Jason Ierace / Videographer Jeremy Hudson Editing by Hogarth Australia (Additional editing done by me)
We also produced generic videos to launch on social media that highlighted the general Autumn apparel and home ranges.
Spring 2019
The Spring campaign revolved around refreshing the home and taking care of yourself and the family. A lot of work was done to create a cross-category campaign in the post-COVID environment that offered customer solutions while expressing BIG W’s brand values. Once again I focused on moments that captured Australian everyday family life combined with the ‘refresh’ Spring theme.
Role Concept, Art Direction, Lead Designer / On set Art Director Dave Clough Hogarth / Photographer Jason Ierace / Videographer Patrick Harris Editing by Hogarth Australia (Additional editing done by me)
Lookbook developed for the Spring campaign - showcased cross-category customer solutions across each spread
Different variations of videos were developed focusing on the 4 themes of Spring - Activewear, Outdoor furniture, Home and Pets.
Winter 2020
The Winter campaign centred around the new home, furniture and cooking ranges. In a step away from previous seasonal content I decided to focus on a ‘Top 10’ or ‘Must-haves for Winter’ theme while making sure the family theme was weaved throughout the content. I developed all concepts including a content matrix and channel breakdown before production.
Role Concept, Art Direction, Lead Designer, Editing / On set Art Director Sam Curcio Hogarth / Photographer Sam McAdam & Dave Wheeler Stylist Kirsten Bookallil
Lookbook and EDM developed as part of Winter campaign
All videos were edited using stills captured focusing on the ‘Must-haves for your Winter home’ theme. Videos were showcased on social media including a Custom Instant Experience built specifically for this campaign.