Dream in Colour Campaign
For Pacific Fair's latest campaign, I introduce a vibrant new hue of bright yellow to complement stunning high-fashion photography. The chosen theme, “Dream in Colour”, (meaning to have bold ambitions) creates an otherworldly atmosphere that perfectly aligns with the visuals. By leveraging striking imagery alongside engaging in-centre activations, Pacific Fair is reinstated as a premium destination for high-quality fashion shopping.
Art Direction / Client: Pacific Fair Shopping Centre
Inspired by Bees and Flowers
Pacific Fair wanted to attract people to their centre - they wanted people to desire high fashion clothes and luxury moments. This campaign was the perfect opportunity for me to create a colourful moment that did just that.
In styling the shoot - I was inspired by nature. Flowers attract bees using their vibrant colours - in a spring themed campaign - why not have the models dress in bright colours. In fact - why not use bright yellow (the most visible colour on the colour wheel) in the design layout itself.
This is not a quiet visual moment - this is a bold and bright celebration of all the ways fashion can help you stand out and express yourself.
Creating a dreamy, aspirational line and look
I liked the line “Dream in Colour” because it’s aspirational. Fashion isn’t something people spend their money on because they have to. It’s a luxury but more than that - it can be a beautiful way for you to express yourself without saying a word. You wear bright colours to show the world that you’re not just living, you’re thriving.
The sky backdrop with fluffy white clouds embodies that dreamy quality perfectly.
Pacific Fair took the campaign direction given to them and turned it into a bold and colourful activation. They held a lunch and invited influencers to dress in their brightest colours. They handed out “Dream in Colour” popsicles to Gold Coast residents. They also transformed their in-centre experience to be colourfully themed.
Activation Evolution
