The US wedding industry is estimated to be worth in excess of $50B annually. Bridal showcases are big business but can be stuffy and overwhelming experiences. Westfield Fashion Square was selected to host a pilot weekend celebrating all things nuptial culminating each day with the wedding of one lucky hetrosexual and gay couple.
The brief was to create a campaign to promote this initiative as an approachable luxury event.
The creative was themed around the concept of ‘Happily Ever After’ and made playful use of cupcakes to represent both couples.
The theme established with the creative was also carried throughout the event to create a seamlessly professional experience for attending guests.
Creative Director: Peter Donnelly Designer: Amy Ramirez Copywriter: Joyce Pennell Project Manager: Erin Shems Production Artist: Rachel Hsu