BAROSSA VINTAGE
This project focused on a biannual event held in one of South Australia's most beloved wine regions. The visual approach to this brief invites viewers to "Experience the Colours of the Barossa", by utilising grainy, textual and up close imagery to convey a sense of intimacy with the region.
Client: Barossa Vintage Festival // TAFE SA
AGDA Distinction - Student Packaging (Alcoholic Beverage)
Overview
This brief asked students to choose an event from a short list, and then challenged students to develop a new identity and expand this across advertisements such as billboards, posters, and 3D items.
While I had concentrated my work around the broader visual identity and posters (seen in the title card), I also developed some wine labels for both the assessment, and as a personal learning project over the 2023 Christmas break.
Audience
Through research about the region that the festival is held in, it as discovered that there are many families in the area with European decent, specifically Germans who moved to the area for it’s fertile soil and farmland.
It was identified that while there is a large component of the audience was locals, it was important to market this event to Greater Adelaide, and to even interstate audience members.
Software
Imagery for the event was taken by myself while traveling through the area, edited in Adobe Lightroom, Adobe Photoshop and put together in Adobe Illustrator.
For the 3D component, models and renders were created in Blender with wine labels brought in and wrapped around the models. This allowed for animation and flexible lighting.
Outcome
It was difficult to find a unique direction to take the event, as it had just had it’s most recent theme around the history of the area and was a retrospective of sorts, however I believe the a fresh new approach was discovered.
The tagline ”Experience the Colours of the Barossa” invites the audience to discover more about the area, such as it’s award winning produce, hand crafted goods and spectacular views.
This was extended to three varietals of wine labels, which the event would not be complete without. These labels managed to achieve a “Distinction” award in the 2024 AGDA Awards for Student Packaging (Alcoholic Beverage).
Overview
It was difficult to find a unique direction to take the event, as it had just had it’s most recent theme around the history of the area and was a retrospective of sorts, however I believe the a fresh new approach was discovered.
The tagline ”Experience the Colours of the Barossa” invites the audience to discover more about the area, such as it’s award winning produce, hand crafted goods and spectacular views.
This was extended to three varietals of wine labels, which the event would not be complete without. These labels managed to achieve a “Distinction” award in the 2024 AGDA Awards for Student Packaging (Alcoholic Beverage).
Imagery for the event was taken by myself while traveling through the area, edited in Adobe Lightroom, Adobe Photoshop and put together in Adobe Illustrator.
For the 3D component, models and renders were created in Blender with wine labels brought in and wrapped around the models. This allowed for animation and flexible lighting.
Outcome
Through research about the region that the festival is held in, it as discovered that there are many families in the area with European decent, specifically Germans who moved to the area for it’s fertile soil and farmland.
It was identified that while there is a large component of the audience was locals, it was important to market this event to Greater Adelaide, and to even interstate audience members.
This brief asked students to choose an event from a short list, and then challenged students to develop a new identity and expand this across advertisements such as billboards, posters, and 3D items.
While I had concentrated my work around the broader visual identity and posters (seen in the title card), I also developed some wine labels for both the assessment, and as a personal learning project over the 2023 Christmas break.
Audience / Research
Software
Overview
This creative direction shows a driver, (or “dummy”) been bombarded and crowded by unimportant, mundane, and sometimes miss-spelt text messages while driving. These messages were inspired directly from messages that I have sent and received while driving, which further highlighted how much I had let it get in my way of driving safely.
The concept behind this creative direction is based on findings that not all distractions are visual, and even simple notifications can still take the driver’s mind away from the task at hand. This is reflected in the tagline; “Clear Mind, Clear Sight”, which is paired with a strike-through bell symbol, using familiar imagery to provide the audience with a solution to avoid distractions.
The message content features references to roads or places in both Adelaide and Melbourne. This shows that the same campaign can be spread across the country, yet can be tailored to local areas, roads, and suburbs. It also was a personal Easter Egg for others to find, as the Melbourne based references are from where I grew up.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Students were provided with the bones of how Re:act and other stakeholders required the creative to be delivered. This included lockups of logos, and a pre-defined exclusion area at the bottom of the composition. I used Blender to create the message bubbles, which had vector messages UV wrapped around each bubble, and used add-ons such as Blender-Kit and Mixamo to source assets such as a vehicle and a model.
This was later exported into Adobe Illustrator, with the final billboard shown on as mockups on billboards around Adelaide, taken by me. These mockups give the advertisement a real world feel by placing it in familiar and local environments.
Outcome
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Audience / Research
Software
Overview
This creative direction shows a driver, (or “dummy”) been bombarded and crowded by unimportant, mundane, and sometimes miss-spelt text messages while driving. These messages were inspired directly from messages that I have sent and received while driving, which further highlighted how much I had let it get in my way of driving safely.
The concept behind this creative direction is based on findings that not all distractions are visual, and even simple notifications can still take the driver’s mind away from the task at hand. This is reflected in the tagline; “Clear Mind, Clear Sight”, which is paired with a strike-through bell symbol, using familiar imagery to provide the audience with a solution to avoid distractions.
The message content features references to roads or places in both Adelaide and Melbourne. This shows that the same campaign can be spread across the country, yet can be tailored to local areas, roads, and suburbs. It also was a personal Easter Egg for others to find, as the Melbourne based references are from where I grew up.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Students were provided with the bones of how Re:act and other stakeholders required the creative to be delivered. This included lockups of logos, and a pre-defined exclusion area at the bottom of the composition. I used Blender to create the message bubbles, which had vector messages UV wrapped around each bubble, and used add-ons such as Blender-Kit and Mixamo to source assets such as a vehicle and a model.
This was later exported into Adobe Illustrator, with the final billboard shown on as mockups on billboards around Adelaide, taken by me. These mockups give the advertisement a real world feel by placing it in familiar and local environments.
Outcome
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
While Re:Act were quite clear that the audience was 17 to 25 year olds, it was up to our own research to define what kind of phone distraction we would be targeting.
While other students chose to look at distractions that related to music or pedestrians being distracted, I selected messaging as my specific theme, with around 54% of respondents admitting that they were distracted by messaging or phone calls.
Audience / Research
Software