I had the awesome opportunity to be a key designer in Network 10’s production of MasterChef Australia’s 2018 marketing campaign - “A season full of surprises”. As it was the series’ tenth season, Ten wanted to market the show’s longevity achievement with a new and refreshed look while still keeping to the MasterChef brand.
Our team came up with a modern and refined take on the brand, pulling back on literal imagery of food, and instead, reinvigorate it with a contemporary look. We wanted the familiar notions of food to be merged with the exciting nature of the tenth season, and thus we focused more on simple colour, texture and shape.
Within the campaign, I also was given the opportunity to design promotional tea towels that was part of a Woman’s Weekly print campaign. I illustrated the tea towel from scratch digitally, making many changes with help from my awesome colleagues along the way.
Keeping with the “surprises” theme for this season, Network 10 wanted to do something especially spectacular this year at Sydney’s VIVID Light, Music and Ideas Festival - one of the biggest creative events of Australia. Coincidentally, VIVID was also celebrating its ten year anniversary. The light animation depicted mini worker chefs creating a celebratory birthday cake under the timed pressure of the iconic MasterChef clock. It was viewed on the ASN Building at the Rocks, right in the heart of Circular Quay.
I played the part of a producer in the whole process of this creation - creating the initial design ideas, assisting in art direction, writing copy, taking reference photos, and more. I recommended the wonderful studio, Mighty Nice, to bring my idea to life which they did so incredibly. Many thanks to Bonnie Forsyth and their team for such great work.