Santa Anita underwent a redevelopment with a range of new fashion store & restaurant openings alongside a new outdoor boutique precinct.
The initial brief was to develop a positioning campaign during construction utilizing on-site barricades.
The creative was themed around the concept of ‘Perfect Pairings’ of fashion and food to reflect the improved offerings. Beautiful, vibrant photography combined with playful messaging perfectly positioned the property within it’s multi-cultural community.
The creative was subsequently installed as a permanent gallery along the center’s management office corridor.
Creative Director: Peter Donnelly Copywriter: Joyce Pennell Designer: Lindy Shibata Project Manager: Tom Huang Production Artist: Tess Anson