DFS Group has been named the Grand Prize Winner in VMSD magazine’s 2014 International Visual Competition. The award was granted for the first ever seasonal campaign for T Galleria by DFS, the Autumn/Winter 2013 campaign Asia Unfolds, created by an advertising agency in New York, featuring top models Sean O’Pry and Karen Elson and photographed by Craig McDean. The campaign took from the themes of travel and Asia to present a “fairy-tale world crafted entirely out of paper”. It was featured in window displays and in-store visuals at 14 downtown stores and two airport locations.
All the pieces in the campaign were designed by DFS’s in-house visual merchandising team, and specially produced for DFS. Elements representing land, sea and air travel were also incorporated into the campaign, including paper sculptures of swallows, airplanes, flowers, trees and coral. Constructions depicting the scenery of key store locations such as Hawaii, Hong Kong and Singapore were also used. I was responsible for adapting the campaign imagery of collateral for advertising and promotional materials worldwide.