Work / Village Roadshow Theme Parks
Village Roadshow Theme Parks · Tourism and entertainment
From a pencil sketch to a billboard.
200+campaigns art directed and shot across six parks, over 15 years
Dozens of venues, rides and shows, each needing its own personality, all needing to sell as one park.
An in house studio grown from 4 people to 18, venue brands from logo to menu board, and launch art built from real photography.
200+ campaigns across six parks, 30+ venues rebranded, and the external agencies replaced.
Fifteen years inside the parks
As senior creative and lead photographer I worked on four to six major campaigns a year across television, cinema, outdoor and social, on sets with crews of up to 100. I helped grow the in house studio from 4 people to 18, which replaced the external agencies. More than 30 food and beverage outlets were overhauled end to end, from consultation and theming to food photography and menu systems, and the same approach went into food and beverage creative for Lionsgate in China.
Venue brands
For food and beverage outlets I was given the full canvas: name and logo, building and street signage, menu design and the photography. Each venue has its own character, and all of it had to be buildable.
Food that looks like the place it is served
The photography is shot to match each venue, from dark timber and low light to beach bright, and framed with room for prices and names.
Key art for rides and shows
I developed attraction brands from first sketches to finished logos, photographed the rides and performers, and built the key art that ran on billboards, bus shelters, brochures and screens. After launch I went back and photographed the real thing for the next round of promotion.
Creatures of the Deep, wrapped around a Gold Coast tram.