Motorolla Melbourne Spring Fashion Week

For our Art Direction assignment at uni we were fed a semi-live brief. By Semi I mean that the client had already kinda decided on their direction and who they were going to use.

However us RMIT kids are working on it anyways. So we have to come up with a logo, events calendar, event invitation and a 30 second TVC for the Motorolla Melbourne Spring Fashion Week.

I’m working with Shannon – as Ed is busy being ‘Ed the Intern’ at CHE!!

Two keen-as fashion children we have drawn upon a few Melbourne/Australian Creatives for inspiration: Gotye and Kat Mcleod.

Gotye makes music in his bedroom and is JJJ’s pin up boy, Kat does incredible illustrations using collage and watercolour. Her work is often in Frankie and she has illustrated ‘The cocktail book’ by Jane Rocca.





We were predominantly inspired by the Heart’s a mess video clip directed/animated by Brendan Cook, founder of the Australian creative studio PictureDRIFT .



Such a dark and quircky video with awesome 3D animation and loads of ‘Tim Burtoness’. We're turning this 3D animation 2D with cut out reality collaged with illustration creating a visually tasty soupson of Melbourne fashion.


The idea behind our campaign is that a chic/creature from the moon comes back from the future to Melbourne, because it’s the hot spot for fashion – even in the future! She steps off the moon and into a buzzing Melbourne City.

This reference to space also ties in with the current fashion trends – clean lines of the sixties combined with gold mesh jumpsuits and other metallic materials.

If it was a real gig we’d pay Kat, Gotye and Brendan loaaads of mulla to make this a reality.