Visit Victoria – Showcasing Melbourne’s Emerging Sound with KaIIT
Role: [Art Direction · Storyboarding · On set direction · design oversight]
Campaign overview
Led the creative and narrative development for this feature on Kaiit one of Melbourne’s most exciting music talents. The video was part of a larger Visit Victoria campaign aimed at reasserting Melbourne’s cultural identity, using music, comedy & fashion as key pillars. Oversaw art direction, video shoot, story structure, and editing feedback to ensure a cohesive and elevated final output.
Cultural Purpose
This campaign series set out to re-establish Melbourne’s status as the cultural capital of Australia. Through personal stories and intimate visuals, each feature highlighted the depth of the city’s creative community. With Kaiit, the spotlight was on music - her voice, journey, and connection to Melbourne’s vibrant live scene.
Visual Identity & Direction
Featured location and imagery for this piece were designed to feel grounded and real - evoking both the warmth of community and the boldness of self-expression. As a creative, Kaiit was portrayed in familiar city spaces that reflect her roots, her influences, and the ever-present rhythm of Melbourne.
Content Delivery
Each talent in the series received a long-form 5-minute feature, alongside 30-second and 6-second cutdowns for social and paid channels. Visuals were aligned with Visit Victoria’s brand language while retaining a distinct artistic voice for each story.
Videographer: 64 production
Discipline(s): Art Direction, Digital, Social media, Video production, Graphic design, Animation
