Press Play

Press Play x Vivid – Immersive Event Campaign
Role: Creative Direction · Visual Identity · Campaign Design · Shoot Supervision

Press Play was a two-day immersive experience created by Merivale in partnership with Vivid Sydney - transforming two levels of the Ivy precinct into a moody, lunar-inspired dreamscape. With little information about the event’s final shape, the creative direction leaned into the unknown, drawing inspiration from themes of light distortion, transformation, and surreal sensory play.

I developed the full visual identity and 360 campaign - from poster and digital design to environmental collateral - using experimental textures and fluid, distorted typography to reflect the event’s otherworldly aesthetic. The tone was intentionally abstract and seductive, inviting curiosity.

Casting the right photographer was key to capturing the atmosphere I envisioned. I sourced a collaborator whose work aligned perfectly with the campaign’s surreal, immersive tone - bringing to life a world of hypnotic lights, lunar references, costumes, and unexpected detail.

The result was a playful and enigmatic campaign that teased the experience to come, reflecting both the event’s fluid nature and its sensory ambition.

Photographer & director: Sam Wong
Event creative director: Alisha Rich
Costume design: Kirsty Barros

Discipline(s): Art Direction, Video production, Print, Digital, Photoshooting, Social content