THE CHALLENGE: Develop a visual platform to support supplied brand direction “Celebrate Every Side of You” for Spring/Summer 2012 Fashion Campaign for Park Royal Mall.

THE SOLUTION: MJD conceived, directed, and produced this advertising campaign in conjunction with Free Agency Creative. The “tear” can be seen to represent the tear between work & play, Winter & Spring, or public & private lifestyles. It is thought this would resonate with the Mall’s affluent North Shore demographic, while also previewing the top trends in Spring/Summer fashion.

The campaign roll out included print, in-mall, and transit shelter advertising.