Oh Myer (and not in a good way)

Submitted by Design Junkies on Wed, 03/30/2011 - 21:08

CRITIQUE OF THE WEEK: 11/3/11
Ok so we are a little late with posting this article up but its still worthy...

 

 

 

 

 

 

 

 

 

 

 

 

Around the water cooler today we perused Myer's latest direct mail offering from the recent "Set the Scene" Campaign. We felt this was a classic example of a 'good (well fine) idea poorly executed'. Having an experienced model such as Jennifer Hawkins should make it a breeze for any photographer. However it seemed she looked extremely uncomfortable in practically all of the photos - not to mention the poor styling of the shoot. The upside to this piece was the typography and the shoot location of the Athenaeum Theatre. (Ok so we maybe a little biased on the location as the Theatre is one of our clients ) I think the main problem with this piece stems from the fact the models were not appropriate for the campaign concept. Jennifer and Jessica's Aussie outdoor girl complexion has no right in a 30's red carpet / theatre style shoot.