Branding

The idea was to promote and introduce a new feeling and vibe into the Australian Idol competition.

This was fairly straight forward. We had to announce the new and largest prize pool ever offered in Australian Big Brother history – One million dollars.

The Australian Idol promo campaign was fun. Lots of fun. We shot three scenarios with Kyle who was lovely to work with.

The ARIAS Promo is a very organic campaign. I sat down with the artist for 15 minutes before we shot and recorded an interview with them.

The concept behind the Biggest Loser launch promo was stories of personal change. I interviewed the contestants about their experiences.

For this campaign I was inspired by a photograph of light bulbs hanging in a completely random order around a stage. We tried to get that same chaotic feel, but it felt wrong, so an hour before we started shooting, we rearranged them to be how they are in the spot. The globes give a wonderful luminance to the talent. Their own pool of light. Very flattering. This promo was shot to promote the second season of Australian Idol. I directed the shoot and Craig Huggett sourced memorable grabs from the second season and mixed it with vision of the idol judges. I love the simplicity of the image.

The Guardian promo was thrown together very quickly – but when the talent is Simon Baker, it’s hard to go wrong.