For the third year running, 2013 saw HIVE Creative team up with the City of Melbourne to create campaign visuals for Melbourne Spring Fashion Week. The brief was scaled down compared to the previous year: a restricted budget and a new brand system for CoM-hosted events gave us the challenge of designing a campaign that could work within this framework, be easy to execute, and still be individually striking.

 

After the usual trend research and reporting, with several conceptual directions proposed, it was decided to keep the look sleek and relatively minimal to let the brand new "M" mark really take pride of place. As there was a heavy skew toward geometric patterns on the European catwalks that year, our creative played with silhouettes of the Melbourne skyline built from patterns reminscent of a late-night-television test pattern. This disruption, juxtaposed with plenty of white space created the ideal space to set off the clean, sculptural fashions that were selected to feature in the 2013 campaign.

 

My role in this project included trend research and identification, concept design and art direction, and production rollout, including the premier piece - the 2013 MSFW Official Program.