06 / University work · art direction
Chum Creek
Integrated Advertising CampaignReal connections, real adventures, real you.
55–65Core audience
+25%Revenue objective
6Campaign channels
Challenge
A clear problem,
considered properly.
Grow revenue and bookings for Chum Creek Horse Riding & Huts among Victorian women aged 55–65.
Insight
“For women seeking a break from routine, adventure is less about adrenaline and more about reconnecting—with nature, friends and themselves.”
Strategy
One connected
creative direction.
Position Chum Creek as an authentic, confidence-building escape where connection is the real adventure.
My role
Art Director — visual concept development, campaign look and feel, TVC storyboard, outdoor and social execution.
Software & platforms
Adobe PhotoshopAdobe IllustratorCanvaPowerPointGoogle Workspace
How I use AI
AI-assisted · Human-reviewed
Used AI during early-stage idea expansion and copy iteration, then developed the strategic proposition, art direction and integrated executions into a coherent campaign system.
Creative execution
Deliverables
01Audience & strategic insight02Campaign platform & tagline0330-second TVC storyboard04Outdoor advertising suite05Social media executions06Radio concept07Art-direction rationale
Verified outcome
Work designed to
make an impact.
An integrated campaign system built around the SMP ‘Where authenticity meets adventure’ and the line ‘Real connections, real adventures, real you.’
Skills demonstrated
Art directionAdvertising strategyTVCOutdoorSocial creativeIntegrated campaign
Next project
Feathers Boutique ↗