Client: Westfield
AGENCY: White Grey
Service: art direction, Graphic Design
Year: 2022
HERO IMAGERY
With the last few years behind us, for Autumn/Winter 22, Westfield wanted to lean into what it means to live in the moment. So we uncovered a human truth (an insight) that captures this… When you truly live in the moment, you’ve already arrived at your happy place.
Westfield is home to your happy place, by liberating you from living in the past & future, and making it easy to focus on life’s ‘now’ moments.
Whether that’s putting your cooking skills to the test with an afternoon in the kitchen. Getting lost in your imagination with a new book or game. Wearing a bright new dress or a bold new jacket for the very first time. Or coming together around the table with young and young at heart. These happy places can be found under one roof at Westfield, so we created a metaphoric home, to show that all our happy places can live together.
The home will be warm, rustic, nostalgic and inviting. An old shack with a happy place to discover around every corner, under every nook and in every cranny. We wanted to bring to life multiple ‘happy places’ in and around one single house, for a large, multigenerational ‘family’ that captures all different walks of life.
ANIMATION GRAPHICS:
We translated our still concepts into motion graphics for in-centre advertising across digital screens, and OOH advertising through Instagram, Facebook and YouTube with both owned and paid content. The dynamic form of motion graphics meant we were able to communicate the sentiment of each happy moment, while tying the whole visual graphic back to the single Seasonal Campaign Ideal ‘Home to your happy place’.
