Cavendish Square shopping centre briefed us to create an annual in-mall campaign that would showcase the products available at the shopping centre as well as entice shoppers to visit the centre regularly. The challenge was to create something resilient, interesting to look at and reflective of the experience people get when they visit Cavendish. The result is a collection of seasonally themed images that formed the basis for the year’s marketing collateral. We chose a word that emulated the feeling of season: “Cosy” for Winter, “Fresh” for Spring and “Spirit” for the festive season.

 

The typography of the words was built out of products– the word ‘Cosy’ was made up of warm, thickly knit blankets. The word ‘Fresh’ was made up of fresh flowers sourced from the famous flower seller at Cavendish Square. The word ‘Spirit’ was made up of light, airy black balloons that similarly reflected the time and atmosphere of the festive season. To complete the image, we cast a dancer as the model, who interpreted the feeling of the theme and completed the reflection of the ‘Beyond Words’ experience that people have at Cavendish Square. 

 

As Experience Director (XD) on the project, I was responsible for maintaining the integrity of the concept from beginning to end, as well as co-ordinating with all parties involved. 

 

 

Credits: 

 

CCO: Jason Xenopoulous

ECD: Ryan McManus

Concept Team: Gisele Human & Alice Marrollo

Art Direction & Design: Alice Marrollo

Copywriting: Gisele Human

Production: Xolisa Kakaza

Agency AM: Simone Redelinghuys
Photographer: Ross Garrett

Stylist: Caroline Olavatiera
Post-production: Travys Owen