Press Play – Multi-Sensory Visual Campaign for Vivid x Merivale

Role: [Creative Direction · Visual Identity · Campaign Design · Shoot Supervision]

Visual close-up from Press Play campaign showcasing light distortion and moody textures, representing the event’s dreamlike and abstract atmosphere. Designed by Elen Le Glanic.

creative direction

Developed the full campaign identity for Press Play, a two-night Vivid Sydney x Merivale event held at Ivy. Despite a deliberately abstract and evolving brief, the creative direction leaned into distortion, surrealism, and light play - establishing a cohesive visual world before the event was fully defined. Oversaw the design of promotional assets, managed the shoot, and selected a photographer aligned with the conceptual vision.

Concept

The event’s theme - an exploration of the moon’s pull and emotional magnetism - was translated into a hazy, dreamlike visual language. The campaign mixed surreal scale, mirrored surfaces, and lowlight atmospheres to evoke an otherworldly, immersive experience. Imagery played with visual distortion and light manipulation to spark intrigue and set the tone.

Campaign Rollout

Deliverables included animated campaign assets, stills, teaser videos, event collateral, and digital content used across Merivale’s channels. The final result captured the mystique and multisensory ambition of Press Play while aligning with Vivid’s broader creative ethos.

Merivale online article here

Time out event article here

Photographer & director: Sam Wong
Event creative director: Alisha Rich
Costume design: Kirsty Barros

Discipline(s): Art Direction, Video production, Print, Digital, Photoshooting, Social content

Key campaign artwork for Press Play, featuring a surreal, lunar-inspired visual identity created by Elen Le Glanic to reflect the immersive sensory experience of the Vivid x Merivale event.
Campaign lock up and main visual for Press Play, part of the visual language created to reflect the moody and immersive theme of the event.
Poster grid mockup for Press Play showcasing campaign graphics, visual identity, and surreal key art. Designed by Elen Le Glanic for Merivale x Vivid.
Animated visual from Press Play social media post teasing phase. Creative direction and art direction by Elen Le Glanic.
Key visual from Press Play campaign showcasing light distortion and talent, representing the event’s dreamlike and abstract atmosphere. Designed by Elen Le Glanic.
Animated visual from Press Play social media post teasing phase. Creative direction and art direction by Elen Le Glanic.
Visual in situ from Press Play campaign showcasing light distortion and moody textures, representing the event’s dreamlike and abstract atmosphere. Designed by Elen Le Glanic.
Animated visual from Press Play social media post teasing phase. Creative direction and art direction by Elen Le Glanic.
Website for Press Play campaign showcasing light distortion and moody textures, representing the event’s dreamlike and abstract atmosphere. Designed by Elen Le Glanic.
Key visual from Press Play campaign showcasing a model in costume, representing the event’s dreamlike and abstract atmosphere. Designed by Elen Le Glanic.
Campaign visual for Press Play, featuring a surreal, lunar-inspired visual identity created by Elen Le Glanic to reflect the immersive sensory experience of the Vivid x Merivale event.
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