Brought in as a freelancer, my role was to inject fresh thinking into the campaign for the second consecutive year.
Started from a simple visual idea – blocking out 20% of our imagery and forcing the typography into a compressed space — further evolved into something more alert: an exclamation mark. A visual cue that made it unmistakably not business as usual.
Also acted as an evolutionary callback to the previous year’s campaign which shared it’s digital-forward aesthetic.
The rollout spanned extensive digital placements, outdoor media, Truskins and Instagram takeovers across many of Merivale’s leading venues. From concept development to motion design to final artwork delivery, I oversaw the campaign end-to-end.
As part of the conceptual exploration, I also developed a series of unused animation tests centred on the idea of “picturing the possibilities.”
This direction celebrated the breadth of the Merivale portfolio through hyper-stylised, arresting visuals—flipping traditional food photography on its head. By censoring the hero element of each dish or drink, we invited viewers to imagine what might lie behind the block. A playful exercise in curiosity, and another take on stopping Sydney mid-scroll.
