All the right ingredients
Client: Westfield
Agency: White Grey
Service: Art Direction, Graphic Design
Year: 2022
THE AIM
We were asked by Westfield to elevate and reimagine their fresh food offering across the whole brand. This included rebranding the pre-existing style of in-centre advertising, and creating an evergreen library of images. These images were then used to inform a toolkit that centres could use for new retailer openings.
APPROACH
The beauty of a destination centres like Westfield, is that it can house many different food retailers for every taste, culture and preference. As such we developed the creative platform of 'All the right ingredients' which positioned Westfield as the enabler for customers to get everything they’re looking for, all in one place.
IMPACT
It's all about putting the produce front and centre in a way that feels tempting; feeds off our existing food knowledge of what these textures, aromas, sounds are; and ignites a desire to get our hands on it too. By going in super tight in motion and stills, we’re able to capture a dynamic range of movement and texture in the produce and the way it’s handled by Westfields artisan vendors. I wanted to elicit a 'grabbable' feeling.
We shot and graded 90 stills and 27 pieces of motion into 5 categories and created a Destination toolkit that each centre could use as they needed to best showcase the beautiful content. These would be displayed on smartscreens, large format digital screens, hoardings, print assets, web and social.
