I design stories for business.
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Bringing together skills in photography, graphic design, content creation, and copywriting, I create striking images and text that builds a unique narrative for your brand to draw audiences into a relationship with you.
BUSINESS
Case
Study:
The Cutting Room Floor
is Perth's leading independent theatre company for young and emerging artists, making guerrilla pop-up performance in loungerooms, construction sites, and galleries
The GIG:
The Cutting Room Floor were launching their biggest yearly season of performance to date and needed striking promotional images that spoke to their audience and highlighted the overarching theme of their program for 2016.
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They also needed an exciting media campaign for their ambitious fringe season of performances to stand out amongst the highly saturated market of the 2016 Perth Fringeworld Festival.
The IMAGES:
​Working with the directors of the company, I was tasked with creating a cohesive collection of images that were instantly recognisable, celebrated the youthful energy of the company and gave audiences a clear idea of what they could expect for in each production.
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Working with actors from the company, I created a series of images that captured the sexy, lo-fi, and bright aesthetic of the company whilst also portraying a clear message of what each show was going to be about.
The STORY:
After creating the images for the launch, I was also asked to promote one of these performances, 'talk dirty to me', in a way that made it cut through the noise of hundreds of other performances that were being promoted during the Fringeworld Festival.
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This show explored the intimate and voyeuristic world of deception, sex, identity, and escapism online and was created from real-life confessions of people's illicit online relationships.
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In promoting this production, I wanted people to feel as if they were voyeurs being granted access to see something that felt simultaneously naughty yet gave some context to their own behaviour. By doing this, audiences became emotionally invested in the content of the performance before they even arrived at the theatre.
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I also wrote copy for promotional op-ed's and media releases, which brought a national focus to the work as the headline performance in The Australian's coverage of the Fringeworld Festival.
