As part of our work with Major Brisbane Festivals we received a brief to create an invite for the Festival launch. We needed to produce a striking and aesthetically pleasing invitation, as this would be the very first piece of marketing collateral sent out with the new Brisbane Festival branding.
The invitation needed to communicate the personality of the new brand; the focus for 2010 is movement and imagery. Additionally, we need to tackle general perception, and show that Brisbane Festival is more than just Riverfire, rather, it’s about Brisbane.
Brisbane is a beautiful city and we wanted to create a presentation that conveyed the ‘special something’ about Brisbane and the festival it holds each year.
With new branding for the festival, the door was opened to experiment with different visual techniques and styles of imagery. We wanted to use recognisable images of of Brisbane, and present them in a unique and interesting way. After a few experiments we decided to reduce clarity and experiment with a “golden hour” look to the footage. The use of time-lapse and tilt shift photography gave the “special” touch we were looking for. An accompanying sound track helped create a vibe of simple pleasure and wellbeing. All of these treatments reinforce the feeling that something special is happening.
The result for this campaign was a fantastic viral video that showcased Brisbane from a different perspective. The launch invitation is closed to the public however we are allowed to show off the video to you. We believe this is a fantastic example of what’s possible with a little imagination.
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