Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
QIC | The Plaza
A Fresh Food Precinct Becomes 'The Plaza'
Content Campaign & Activation
Creative Lead
2025
5 Creator Partnerships
1.75M Video Views
5k+ Engagements
About The Project:
To launch a new fresh food precinct in a vibrant suburban shopping centre, I led the campaign strategy and creative development of 'The Plaza' campaign. The campaign was designed to celebrate the rich, multicultural, and multigenerational fabric of the surrounding community. Our objective was to position the precinct not just as a shopping destination, but as a cultural meeting point where everyday moments come to life with humour, heart, and authenticity.
The campaign centred on a comedy-led content series featuring some of Australia’s most beloved skit-based creators, including Sooshi Mango (2.3M), Tedesthetics (500K), and Lyanna Kea (900K). Each episode captured the relatable chaos of family shopping trips at 'The Plaza', highlighting cultural nuances and shared experiences. We partnered with five creators to ensure broad reach and genuine community resonance, with the campaign rolling out across digital, social, and out-of-home channels.
What began as a simple content series has evolved into a distinctive, ownable platform for the shopping centre. It’s become the heartbeat of upcoming events, driving in-centre activations and powering collaborations with local vendors across merchandise, experiences, and cultural moments.
