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RAVEL produced a suite of hero campaign photography for QIC's Life Made Grand rebrand, creating imagery for billboards, advertising and marketing collateral across multiple platforms and formats.
QIC is a global investment company with a significant portfolio of retail destinations across Australia. Ravel was engaged to produce the hero photography for the highly anticipated launch of Grand Central Toowoomba, now one of Queensland's premier retail and lifestyle destinations, serving the Darling Downs region.
Supporting a broader integrated campaign that included television commercials, the Life Made Grand photography needed to communicate the breadth of Grand Central's retail and lifestyle offering.
Each image needed to resonate with a diverse audience and represent the shopping centre's key retail pillars, from fashion and dining to lifestyle and entertainment. Creative messaging centred around playful campaign headlines such as "The Grand Reveal" for fashion and "The Grand Gesture" for dining, requiring imagery that felt energetic, colourful and aspirational while remaining flexible enough to work seamlessly across billboards, landscape and portrait advertising, digital media and other marketing collateral.
Ravel managed the campaign photography from talent sourcing and pre-production through to final delivery, producing each scene in line with QIC's creative brief and approved storyboards.
To maximise the longevity and versatility of the campaign, every composition was captured with a 360-degree negative space approach, and full-frame flexibility around the talent, allowing designers to crop confidently across landscape, portrait and large-format applications without compromising the creative intent.
The result was a cohesive suite of campaign ready imagery that delivered a consistent visual identity across every touchpoint, supporting one of Queensland's most significant retail launches.
