Visit Victoria – Michelle Brasier for Melbourne Comedy
Role: [Art Direction · Storyboarding · On set direction · design oversight]
art direction
Led the creative direction for Visit Victoria’s spotlight on Michelle Brasier, a rising star in Australia’s comedy scene. The campaign was part of a wider series positioning Melbourne as a hub for creative talent - highlighting individuals who embody the city’s bold, artistic spirit.
Campaign Concept & Cultural Context
Michelle’s story was used as a lens to showcase Melbourne’s long-standing love of live performance, particularly its role as the home of the Melbourne International Comedy Festival - one of the largest and most beloved in the world. Her journey from intimate gigs to major stages embodied the unique mix of grit, charm, and artistic freedom the city offers emerging performers.
The narrative focused on Michelle’s connection to local venues and communities, showing how the city shaped her voice and gave her space to grow.
Visual Direction & Execution
Art direction leaned into a playful and intimate tone, reflecting Michelle’s humour and warmth. Creative choices embraced locations that mirrored her personality and Melbourne’s cultural quirks. The shoot captured both candid and composed moments, striking a balance between polish and authenticity.
The visual identity aligned with the broader Visit Victoria campaign’s intention to present the city as vibrant, diverse, and creatively driven.
Campaign Outcome
The final film and visuals contributed to Visit Victoria’s broader push to re-establish Melbourne as the cultural capital of Australia. The Michelle Brasier feature offered a uniquely comedic and deeply personal entry point - designed to emotionally connect with audiences and shine a light on Melbourne’s arts scene through lived experience.
Michelle Brasier published video here
Videographer: 64 production
Discipline(s): Art Direction, Digital, Social media, Video production, Graphic design, Animation
