Westfield springs into action with ‘Feel Your Rhythm’ campaign via WhiteGREY

Westfield has sprung into a new season with the introduction of its spring/summer campaign, titled ‘Feel Your Rhythm’, unveiled today.

Delivered by Westfield and WhiteGREY, the campaign sets the stage for a season of self-expression and celebration, casting Australian creatives and athletes in a joyful snapshot of the months to come.  

Featuring five Australian tastemakers, ‘Feel Your Rhythm’ brings together artists, dancers, and athletes; Award-winning writer, actor, director and podcaster, Nakkiah Lui, 16-year-old choreographer, artist, dancer and model, Xavier Gibson, author and creative, Sarah Jane Adams, Giants Netball shooter, Sophie Dwyer, and member of the 2023 Netball World Cup-winning Origin Australian Diamonds team, Jamie-Lee Price.   

“It’s a beautiful time of the year that puts such a joyous spring in your step – one you can’t help but move to. The ‘Feel Your Rhythm’ campaign puts Westfield at the heart of the season and celebrates the best of what on offer to Westfield customers,” WhiteGREY CCO, Chad Mackenzie says.

‘Feel Your Rhythm’ spans 16 stills and 11 motion edits, photographed and directed by Simon Eeles. Underpinned by a focus on perpetual motion and the energy of spring/summer, the campaign showcases the season’s essential trends styled by Bridie Gilbert, spotlighting 34 international and Australian brands from across the Westfield portfolio including Zara, ASICS, Disney, Versace, David Jones, Zimmermann, Jimmy Choo, Country Road and more. 

Westfield Head of Marketing, Brand and Content, Amy Copley says: “’Feel Your Rhythm’ ignites the new season, marking a fresh and dynamic new direction for our creative. We wanted to characterise the feeling of the campaign by collaborating with exceptional Australians who move us, capturing the energy of spring summer in a non-traditional way. 

“Our strategic focus is to create moments that encourage our customers to visit and spend time with us, and this campaign is an extension of that. Our agency teams have done a fantastic job bringing ‘Feel Your Rhythm’ to life, and we’re looking forward to seeing it roll out in our destinations.” 

‘Feel Your Rhythm’ will be delivered in all 42 Westfield destinations across Australia and New Zealand. It will also appear across earned, owned and paid channels including the Westfield SmartScreen and SuperScreen network, OOH, Meta, YouTube and TikTok. 

Supporting the campaign, the season will come to life with a focus on in-centre activations including entertainment, fashion and beauty workshops, Westfield membership offers, and more. 

Credits:

Client: Scentre Group (Owner and operator of Westfield Centres in AUNZ) 

Agency – Creative: WhiteGREY 

Agency – PR & Social: Pulse, part of Ogilvy PR 

Agency – Media: EssenceMediacom 

Production Credits: 
Production Company: ART BLACKBOX 
Photographer & Director: Simon Eeles  
Executive Producer: Jane Robinson 
Producer: Penny O’Brien & Ashly Mileski 
DOP: Jack Birtles 
Casting: Toni Higginbotham 
Postproduction: White Chocolate 
Editor: Simon Njoo 
Colourist: Fergus Rotherham 
Online: White Chocolate 
Music Arrangement and Sound Design: Andrew Klippel 
Stylist: Bridie Gilbert 
Hair: Pete Lennon 
Makeup: Molly Warkentin 
Prop Stylist: Natalie Turnbull  

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