For a season of self-expression.
Westfield has set the new season in motion, today unveiling its spring/summer campaign, ‘Feel Your Rhythm’. Delivered by Westfield and WhiteGREY, the campaign sets the stage for a season of self-expression and celebration, casting Australian creatives and athletes in a joyful snapshot of the months to come.
Featuring five Australian tastemakers, 'Feel Your Rhythm’ brings together artists, dancers, and athletes, including; writer, actor, director and podcaster, Nakkiah Lui, 16-year-old choreographer, artist, dancer and model, Xavier Gibson, author and creative, Sarah Jane Adams, Giants Netball shooter, Sophie Dwyer, and member of the 2023 Netball World Cup-winning Origin Australian Diamonds team, Jamie-Lee Price.
whiteGREY CCO, Chad Mackenzie, said it’s a beautiful time of the year that puts such a joyous spring in everyone's step.
"One you can’t help but move to. The ‘Feel Your Rhythm’ campaign puts Westfield at the heart of the season and celebrates the best of what on offer to Westfield customers," he said.
‘Feel Your Rhythm’ spans 16 stills and 11 motion edits, photographed and directed by Simon Eeles.
Underpinned by a focus on perpetual motion and the energy of spring/summer, the campaign showcases the season’s essential trends styled by Bridie Gilbert, spotlighting 34 international and Australian brands from across the Westfield portfolio including Zara, ASICS, Disney, Versace, David Jones, Zimmermann, Jimmy Choo, Country Road and more.
Westfield head of marketing, brand and content, Amy Copley, said 'Feel Your Rhythm' ignites the new season, marking a fresh and dynamic new direction for its creative.
"We wanted to characterise the feeling of the campaign by collaborating with exceptional Australians who move us, capturing the energy of spring summer in a non-traditional way," said Copley.
“Our strategic focus is to create moments that encourage our customers to visit and spend time with us, and this campaign is an extension of that. Our agency teams have done a fantastic job bringing ‘Feel Your Rhythm’ to life, and we’re looking forward to seeing it roll out in our destinations.”
'Feel Your Rhythm’ will be delivered in all 42 Westfield destinations across Australia and New Zealand. It will also appear across earned, owned and paid channels including the Westfield SmartScreen and SuperScreen network, OOH, Meta, YouTube and TikTok.
Supporting the campaign, the season will come to life with a focus on in-centre activations including entertainment, fashion and beauty workshops, Westfield membership offers, and more.
Credits:
Client: Scentre Group (Owner and operator of Westfield Centres in AUNZ)
Agency - Creative: WhiteGREY
Agency - PR & Social: Pulse, part of Ogilvy PR
Agency - Media: EssenceMediacom
Production Company: ART BLACKBOX
Photographer & Director: Simon Eeles
Executive Producer: Jane Robinson
Producer: Penny O’Brien & Ashly Mileski
DOP: Jack Birtles
Casting: Toni Higginbotham
Postproduction: White Chocolate
Editor: Simon Njoo
Colourist: Fergus Rotherham
Online: White Chocolate
Music Arrangement and Sound Design: Andrew Klippel
Stylist: Bridie Gilbert
Hair: Pete Lennon
Makeup: Molly Warkentin
Prop Stylist: Natalie Turnbull
