Photography by Greg Fonne

Interview Videos by Last Laugh Productions

WESTFIELD, SCENTRE GROUP 
ACTIVATION
MARDI GRAS COMMUNITY GARDEN, 2022
PITT ST. MALL (CITY) & BONDI JUNCTION WESTFIELD

I teamed up with Studio Noir to deliver a Mardi Gras campaign across two Westfield locations that explore the theme of embracing individuality within the community.

For Bondi Westfield we focused on a more playful approach to the theme. Embracing disco and party elements. The touch points included a large activation flower garden space, decal wraps for 5 entrances, 2 concierge desks wraps, a display in a fashion cube and a 30m long hoarding wall.

For Westfield City we delivered a more subtle take on the theme to reflect their customer and give both centres their own point of difference. Touch points include the large flower garden activation, large scale entry decals, turret display, escalator decals, pillar wraps. Both centres had animated displays for screens.

The aim was to make an instagram-able moment for the Westfield customer but also include an educational component to the work. Customers could scan QR codes at the activation sights to listen/watch short video interviews of people within the LGBTQIA+ community.

I also took part in an (informal) morning tea with both centres internal teams to discuss my queer experience, discussing ways to better support, include and champion the LGBTQIA+ community in corporate spaces in and outside of Mardi Gras.

TESTIMONIAL