Held in conjunction with Singapore's Audi Fashion Festival, Star Creation is an annual fashion competition where budding young designers are given the opportunity to showcase their work to an international audience.
We were honoured to be awarded to lead 2011's creative direction and online activity. The campaign is loosely divided into two phases; the call for entries and the invitation to the actual gala event. For the former, we came up with the idea of highlighting behind-the-scenes craft and materials, which relate to what every designer would come across prior to reaching fame and recognition. A photo shoot was set up for our inanimate models, with the "hero" being a rack of clothes, symbolizing a group of hopefuls, and that "Only the best will make the cut". Working upon an existing brand identity, we stayed true to the essence of the brand by using a soft monochrome wash to all visuals. The visuals are applied to the various channels, such as posters, take-home cards and the website.
The website was completely re-designed to allow flexibility for content to adapt to the immediacy of the event in the real world. With a strong focus on social media, the website provided the platform for users to connect through a blog and a Facebook page. Working closely with
Invsble, we managed to rack up 6,000++ active fans on
Facebook, and counting!
We're currently planning for the next phase, please check back for more updates in the coming months.