Melbourne Cup Campaign

Officers Mess

Melbourne Cup Campaign

This project involved designing a Melbourne Cup campaign for Officers Mess, a riverfront hospitality venue in Brisbane. The static and video campaign ran across organic and paid placements on Instagram, Facebook, and Google, with the aim of driving exclusive venue hire bookings for race day.

Role & Scope

Role: Campaign concept, static design, motion design and video editing

Collaboration: Worked alongside the Marketing Manager on copy development

Deliverables: 2 static posts, 3 social media stories, 1 Facebook event tile, and 1 Meta ad video adapted for 1:1, 16:9 and 9:16 formats

The Challenge

The challenge was to create a campaign that stood out within a competitive Melbourne Cup landscape while clearly communicating what the venue would feel like on race day. With no video assets available, the content needed to convey the excitement and ambience of the space while remaining aligned with the brand.

Design Approach

The design approach focused on image led layouts adapted for both static and motion formats. Working within brand guidelines, venue imagery was animated to emulate video content, supported by select stock footage. Motion, pacing and layout variation created energy and call to actions while maintaining a cohesive, refined look across all assets.

Selected Work

Outcome & Impact

The campaign drove strong engagement across organic and paid channels, with increased interaction and booking enquiries when ads were live. The cohesive rollout supported full-venue hire objectives while reinforcing Officers Mess’ premium positioning for major events in Brisbane.

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