At Merivale group-wide promotions are quite a rare sight – having only been done for the second time ever. As part of a freelance booking I was brought in to bring some fresh thinking for this campaign for the second year in a row.

It began with a high-concept brainstorm, with many ideas proposed, presented and ultimately shot down.

What began as simply blocking off 20% of our imagery then fitting our text into the narrow space – later became a exclamation mark; an expressive symbol that highlights the rare opportunity that the promotion provides. It felt 'scroll-stopping', like an error on a computer. This was not business as usual.

It also worked as a callback to our previous year's campaign, which felt similarly digital in styling.

Involving an extensive digital rollout, including various OOH placements, Truskins and Instagram takeovers of many of Merivale's top venues, I handled everything from concept presentation to final artwork delivery.

As part of the conceptual process I also created a few unused animation tests, this time centered around the idea of 'picturing the possibilities'.

This concept was all about the impressive variety of the Merivale portfolio, and is once again hyperstylised and arresting – flipping the idea of food photography on its head. It's all about censoring the best part of the image and letting the imagination run wild.

In the digital age of hackers, phishing links, WhatsApp scammers, it can be hard to know what's real and what's fake. Confident and a little bit self-aware, 'This is not an error' was the simple tagline that informed the eclectic, Y2K-inspired motion graphics.

20% off Merivale. This is the real deal, and it can be yours if you act quick. All of this was the result of a weeklong sprint to command the attention of Sydney in less than 48 hours.