When designing the new look and feel of channel agnostic content for Kmart I embraced the notion of SEMIOTICS and how signs and symbols create meaning. It is a way of understanding how culture visual and musically has a massive impact on all of us unconsciously. From Semiotics, came the theory of HYPER REAL which inspired the colour and visual technique of the content.
The brand needed a vibrant, youthful and energetic personality so the creative could stand out in the marketplace with movement, texture and a modern design aesthetic.
MOMENTS, SLICES and TEXTURE were used to create a visual humour with improv and candid performance at its core. The images were all set to a remixed version of the “Din Da Da” track.