The Outback Campaign
Create a tourism poster for Queensland
Sustainability is increasingly influencing the purchasing habits of upcoming generations.
The Australian outback, with its unspoiled natural beauty, offers an excellent example of a minimalistic travel experience that promotes rich quality time with loved ones, rewarding challenges and a sense of harmony with the land.
Inspiration
Natural Beauty
The growing demand for natural, simplistic products among Millennials and Gen Z mirrors a cultural shift toward valuing authenticity and the natural world. This trend resonates with the rugged beauty of the Australian outback, known for its untouched landscapes and simplicity. As such, this preference for natural products reflects a deeper appreciation for unspoiled environments and an authentic way of living, aligning with the values embodied by Australia's iconic outback.
Seductive Simplicity
Architectural Digest's features on minimalist architecture inspired me with their neutral palettes, expansive spaces, natural lighting, and rich textures. Words like purity, oasis, and seductive simplicity resonated with me, evoking the essence of the Australian outback.
Concept Development
Camping in the red desert, surrounded by endless views, freedom, connected to nature’s rhythm, with no boundaries or constraints.
Final Poster
I captured the campaign poster in the outback, framing a low-angle view that mimics waking up in a swag to sunrise. The repeating wildflowers lead the eye to the horizon, softly absorbing sunlight, evoking warmth and purity, and inviting a quiet connection with nature.
