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Newcastle China Week

Photography • Design

 

The Brief

Newcastle China Week is a weeklong festival celebrating the growing links between Australia and China, featuring a Film Festival, Business Forum, and Street Festival.

The organisers approached us seeking for a fresh, new look for the festival capturing China’s thriving modernism blended with the bold colours and flowing lines iconic to traditional china.

The new artwork was to appeal equally to the business, creative and family audiences when applied to the various events.

china-feature

The campaign features original photography of a Chinese girl, shot, styled and composited in our studio. Her flowing red dress morphs into red flowers, capturing the idea of growth and development.

The beautifully eye-catching artwork became highly recognizable (and hard to ignore) plastered across posters, postcards, buses, bins, online and even the wall of a prominently positioned bank.