Visit Victoria x A.BCH – Pioneering Sustainable Fashion
Role: [Art Direction · Storyboarding · On set direction · Design Oversight]
campaing overview
Directed the creative development of this feature on A.BCH, the world’s first fully circular fashion label, founded by Melbourne designer Courtney Holm. As part of Visit Victoria’s campaign reasserting Melbourne’s leadership in culture and creativity, the feature spotlighted A.BCH’s radical transparency, ethical practices, and locally made designs. Work included storyboarding, scripting, art direction on set, and visual identity across all content.
Campaign Purpose
This piece formed part of Visit Victoria’s broader initiative to reaffirm the city’s status as Australia’s cultural epicentre. By showcasing creators like Courtney Holm, the campaign positioned Melbourne at the forefront of sustainable innovation, with fashion as both an artistic and ethical force.
Visual & Editorial Direction
The art direction reflected the purity and purpose behind A.BCH - clean lines, soft textures, and a neutral palette. Footage was captured in her studio and on various locations in Melbourne, emphasizing local craftsmanship and environmental integrity.
Format & Delivery
The story was delivered as a 5-minute editorial video alongside short cutdowns (30s and 6s) tailored for digital and social media rollout. Each format was aligned with Visit Victoria’s content strategy while offering a unique and intimate look into A.BCH’s world.
Videographer: 64 production
Discipline(s): Art Direction, Digital, Social media, Video production, Graphic design, Animation
