Visit Victoria – Little Lon Distilling Co. Campaign

Role: [Art Direction · Storyboarding · On set direction · design oversight]

creative direction

Oversaw the creative direction for this film-led campaign featuring Little Lon Distilling Co., a boutique gin bar nestled in one of Melbourne’s most storied laneways. The project was part of Visit Victoria’s wider brand initiative to spotlight the city’s cultural depth through stories of local pioneers.

Cultural Context & Concept

Once a site of debauchery and red-light notoriety in the 1800s, Little Lon now produces small-batch gins in a restored heritage cottage in Melbourne’s CBD. The campaign tapped into this colourful backstory, positioning the venue as a living symbol of the city’s layered identity - where past meets present, and grit meets refinement.

The concept celebrated the spirit of transformation and legacy, using the venue’s architecture, textures, and artefacts to shape the visual narrative.

Visual Direction & Approach

Visually, the tone was cinematic and textural - blending ambient lighting with natural materials and moody palettes to reflect the distilled, handcrafted quality of the brand. Art direction focused on styling the scenes with authenticity while crafting a refined yet grounded look.

Care was taken to guide the talent’s performance and atmosphere, ensuring the final output struck a balance between brand storytelling and emotional connection.

Campaign Outcome

The Little Lon piece formed part of a larger Visit Victoria video series designed to highlight local creatives and business owners as cultural ambassadors. The films were released as part of a renewed push to position Melbourne as a hub of innovation, history, and character - far beyond its traditional tourist image.

Little lon published video here

Videographer: 64 production

Discipline(s): Art Direction, Digital, Social media, Video production, Graphic design, Animation

CBD historic Melbourne street beside Little Lon. Creative direction by Elen Le Glanic for Visit Victoria.
Social media tiles. Styled and directed by Elen Le Glanic as part of Visit Victoria’s campaign.
Portrait of Brad in Melbourne CBD. Part of the Visit Victoria campaign, art directed by Elen Le Glanic.
Animation of gin bottle. Styled and directed by Elen Le Glanic as part of Visit Victoria’s campaign.
Portrait of Brad in Melbourne Library. Part of the Visit Victoria campaign, art directed by Elen Le Glanic.
Portrait of Brad Wilson, owner of Little Lon Distilling Co., captured outside the historic Melbourne venue. Creative direction by Elen Le Glanic for Visit Victoria.
Photography Melbourne CBD. Part of the Visit Victoria campaign, art directed by Elen Le Glanic.
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