westfield garden city
agency: Moon Communications Group
creative group head: Dave Shirlaw
art director: Andrew Jones
account director: Melissa Aisbett
paper engineer: Benja Harney
still life photography: Stephen Stewart
fashion photography: Juli Balla @ The Kitchen
fashion stylist: Amanda Moore @ 2C
Moon approached EA to help create this fun & whimsical campaign for the launch of the new Westfield Garden City. The project required a photographic approach blending fashion & still life photography within a graphic paper world. The agency commissioned the renowned paper engineer Benja Harney to create the paper sculptures. For the sculptures requiring patterns, Moon designed & then EA printed the patterned paper on art stock.
Juli Balla did a beautiful job shooting the talent for the fashion & launch executions & Stephen Stewart worked his magic shooting the fruit, vegetables, spools, flowers & all the still life & paper components. We worked closely with Andrew, the Art Director & Stephen to do a number of initial test comps to work out colour, scale & composition. EA composited all the required elements for each execution & generated the city & country side backgrounds to allow for a range of formats.