Opportunity

ME participated in a sponsorship campaign for the 2023 Melbourne Queer Film Festival (MQFF). The festival’s theme, “Rewind to Fast-Forward,” highlighted the enduring presence and evolution of the LGBTQIA+ community through history.

Outcome

The campaign celebrated ME Bank's history and achievements in supporting the queer community, both externally and within the organisation. We drew inspiration from various eras of film to reflect the festival's theme, creating a rich narrative that connected past and present efforts to future goals. This concept also tied into the promotion of ME Bank's Everyday Spending account, which donates to queer youth organisation Minus18.

Key responsibilities

My role as brand designer included:

• Concept development: Worked closely with the team to develop a concept that aligned with the MQFF theme and showcased ME Bank’s history and commitment to the queer community.
• Design execution: Ideated, storyboarded, and art directed a cinema advertisement, as well as designing and producing finished art for the print campaign materials, social media posts, and internal awareness assets.
• Art direction: Coordinated with the Creative Director and Lead Copywriter to oversee the final product of the cinema ad, including selecting voice talent and sitting in on VO recording sessions.