Alecia Green Creative

RESPONSIBILITIES

booked execution
+ project management
+ pre-production
+ co-art direction
+ retouching
+ finished art

THE BRIEF
To showcase Harvey Norman's summer outdoor furniture offering in a fresh, accessible and sophisticated way.

MAGAZINE TITLES
House & Garden
Real Living
Homes +
Gourmet Traveller
Belle
Women's Day
Woman's Weekly

+ Design + Creative Direction Johnnie Crawford
+ Photo Brett Stevens
+ Styling Sarah Ellison

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management
+ implementation

THE BRIEF
Snowgoose premium hampers wanted to communicate the superior quality and artisanal origins of their produce.
We invited the Gourmet Traveller audience to indulge themselves and their loved ones in hampers worthy of their attention based around key timings throughout the year. Incredible delights are presented in a series of four luxurious still life shots capturing Winter Luxury, Summer's best produce, sweet Easter delights and rich Father's Day indulgence.

MAGAZINE TITLES
Australian Gourmet Traveller

+ photography Scott Hawkins
+ styling Lucy Tweed 
+ production Emily Fitzpatrick

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ stylist briefing
+ project management

THE BRIEF
To beautifully capture the celebratory recipes of 10 of Australia's most exciting chefs for the 10 year anniversary of Harvey Norman Gourmet Institute event series. 

MAGAZINE TITLES

Australian Gourmet Traveller

+ Photo William Meppem
+ Styling Clair DelMar
+ Food Prep + Testing Nick Banbury

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management across an extensive print production schedule

THE BRIEF
To create extensive consumer awareness of their new product Simply Soup, Campbell’s engaged us to produce a series of four pieces of brand creative to run across a wide range of titles throughout the year. To appeal to the busy, health conscious, savvy consumer, the creative captures a rustic, natural aesthetic while it’s simplicity and clean styling conveys an easy meal solution to a mass audience. The creative achieved premium placement within book across a number of titles due to it’s strong execution.

MAGAZINE TITLES

The Australian Women’s Weekly
Woman’s Day
Take Five
OK! 
Good Health
Recipes + 
NW

+ photography James Moffatt
+ styling Olivia Blackmore
+ productionEmily Fitzpatrick

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management

THE BRIEF
A successful creative pitch to Holman Industries — a brand new to print advertising — concentrated on their self-irrigated green wall products as a way to enjoy the freshest of herbs and garden produce.  As part of their rapid expansion strategy, the creative tapped into the captive audiences of Gourmet Traveller and Australian House & Garden.
The shoot positioned the brand at a premium lifestyle level with a slick, moody but artisanal aesthetic that presents a range of easy, practical and beautiful interior green wall and external garden bed solutions.
The project saw further engagement from Holman across digital platforms as well as sponsorship of the House & Garden Top 50 Rooms Award Outdoor Room category.

MAGAZINE TITLES
Australian House & Garden
Australian Gourmet Traveller

+ Photo Ben Hansen
+ Styling Rhianne Contreras

RESPONSIBILITIES

+ ideation and concept
+ graphic design
+ client presentation
+ casting
+ pre-production
+ creative direction
+ project management
+ all crew, content and post production briefings
+ finished art

THE BRIEF
To showcase the HARVEY NORMAN personal grooming category in a premium context, we created a modern femininity in an up close and fashion forward context. The aim was to showcase the product in a self-care series that covered hair styling, hair removal and dental care in an intimate, fashion forward, on-trend and naturally glamorous way.

MEDIA BRANDS
Elle
Cosmopolitan
Harper’s Bazaar
OK
NW
Woman’s Day

+ photography Diego Jose
+ styling Emma Kalfus
+ creative direction Alecia Green
+ graphic design Alecia Green
+ hair Brad Mullins
+ make-up Joel Phillips
+ model Brooke Durant and Lulu De Freitas
+ production Sam Lawrence

NESPRESSO: THE STORY OF COFFEE

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management
+ copy and styling briefs
+ client facing

THE BRIEF
To educate a sophisticated food audience about the provenance, farming, flavour profiles, processing and sustainability mission behind Nespresso’s product offering. This was three part series intended to bring the simplicity of the real ingredients to the forefront of the consumer’s mind and create a clear differentiation between the Nespresso offering over imitator coffee pod brands.

MAGAZINE TITLES 
Australian Gourmet Traveller

+ photography Will Horner
+ styling Adam
+ production Sam Lawrence

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ retouching
+ graphic design
+ finished art
+ typography
+ project management

THE BRIEF
To set the tone for the launch of their Wonderful Lash Mascara with Argan Oil, Rimmel wanted to tap into a bond-girl style glamour and sophistication with their ambassador Georgia May Jagger and showcase the benefits of argan oil. We created a lash diecut paper-stunt for Cosmopolitan, the success of which lead to further advertorial bookings and extensions of the creative across Elle and OK!
The client was so happy with the content they used it as an international print design benchmark and case study to be adapted for advertorial content across the globe.

MAGAZINE TITLES
Cosmopolitan Australia
Elle Australia
OK!

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design
booked execution
+ shoot concept
+ art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management

digital
+ video editing brief
+ art direction
+ storyboarding
+ music selection
+ supers

THE BRIEF

print
Kitchenaid wanted to expand on the success of the creative we executed for them in 2014 which invited the Gourmet Traveller audience to imagine the creative possibilities when presented with incredible ingredients and the ultimate kitchen appliances. With a focus on baking, we presented both a luxuriously savoury spread of ingredients to inspire audiences to participate in an original baking recipe creation promotion.
The winning recipe was created and shot for the December issue and ran along side a subsequently sweet spread of ingredients.
digital
The campaign was extended online with a series of 3 native stop-motion videos of Gourmet Traveller recipes being created.

MAGAZINE TITLES
Australian Gourmet Traveller

+ photography Rodney Macuja
+ styling Ali Irvine
+ production Alex Tinker

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ shoot concept
+ art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management

THE BRIEF
Riccadonna wanted get back to it's Italian heritage to shift brand perception and reposition their prosecco and other sparkling beverages as an elegant gourmet summer drink. Working within a tight timeframe and budget we shot contemproary Italian food with Riccadonna to complement existing Gourmet Traveller recipes and imagery, as well as a stand-alone consecutive advertorial.

MAGAZINE TITLES

Australian Gourmet Traveller

+ photography Rodney Macuja
+ styling Jennene Plummer
+ production Emily Fitzpatrick

RESPONSIBILITIES

pitch
+ creative concept
+ mock-up design

booked execution
+ Shoot concept and art direction
+ retouching
+ graphic design
+ finished art
+ typography
+ project management

THE BRIEF
Kitchenaid wanted to showcase their new Proline series of professional grade kitchen appliances. We invited the Gourmet Traveller audience to imagine the creative possibilities when presented with incredible ingredients and the ultimate kitchen appliances. With a cherry red collection as the client’s chosen colour, we presented a richly coloured luxuriously savoury spread of ingredients to inspire audiences.

MAGAZINE TITLES
Australian Gourmet Traveller

+ photography Ben Hansen
+ styling Ali Irvine
+ production Emily Fitzpatrick