Commercial, Illustration, Live, Murals
Joondalup Interactive Art
Sep
Inspired by Joondalups latest spring summer campaign, “Imagination comes to Life” was a highly visual and interactive experience that provided a unique journey for customers in Lakeside Joondalup’s Fashion Mall.
Coming to the Myer Centre Court, Lakeside Joondalup in collaboration with VJzoo and local illustrator, Mekel, invited you to participate in bringing a Mekel illustration to life. Inspired by the Centre’s Spring Summer campaign imagery, Mekel created an illustration that transforms in front of your eyes as you interact with digital projection technology and add your very own creative flair with swathes of colour.
An immersive customer journey was developed and produced by Gettin Hectic that invited shoppers into a world of colour and texture and then took them through a series of highly engaging and immersive experiences. The experience started with a living wall of colour and neon inviting people to ‘Take a walk on the bright side’ and culminated with our Projection box which allowed participants to paint one of Mekel’s iconic fashion designs using only the movement of their body.
One zone in particular caught the attention of the online community. It was a video of illustration artist, Mekel, colouring her own work that took the online community by storm delivering 1.6m views from fans on Mekel’s Instagram
THE FINISHED PRODUCT
Produced by Made in the Pile
THE ANIMATION
THE PROCESS
DEMOS
[wdi_feed id=”1″]I worked with marketing agency Gettin Hectic as they brought Brightside together.
Lakeside Joondalup Shopping City by Lendlease enlisted Gettin Hectic to:
• Attract and retain increasing numbers of customers
• Increase centre dwell time (directly linked to sales)
• Consolidate their position as the premium retail destination for ‘Beauty’
• Drive Word of Mouth and PR opportunities
The challenge at the heart of the brief was audience engagement; how to use beauty to create a series of experiences that were engaging, immersive, highly memorable and encourage shopper participation and sharing but that were also self-guided and did not create a bottle neck within the centre on a busy Saturday with 25,000 shoppers. We delivered a highly engaging shopper experience that allowed over 100,000 people to immerse themselves in the vibrancy, texture and excitement of colour.Audience engagement was through the roof with thousands of people sharing photos on the Lakeside Joondalup social feed.
One zone in particular caught the attention of the online community. It was a video of illustration artist, Mekel, colouring her own work that took the online community by storm delivering 1.6m views from fans on Mekel’s Instagram
An immersive customer journey was developed and produced by Gettin Hectic that invited shoppers into a world of colour and texture and then took them through a series of highly engaging and immersive experiences.The experience started with a living wall of colour and neon inviting people to ‘Take a walk on the bright side’ and culminated with our Projection box which allowed participants to paint one of Mekel’s iconic fashion designs using only the movement of their body.
All the experience zones were designed to be self-guided to allow for an always-on experience and accommodate periods of high foot-traffic.
Participation and sharing were encouraged with our call to action “Brighten our feed and share a snap with one of our colourful installations for your chance to win a $500 gift card to Lakeside Joondalup #brightside”
Instagram did not return a 200.