Client: Samsung and Afterpay Australian Fashion Week
Experiential Design, Brand Activation

Samsung, once again, came out as the principal sponsor of Afterpay Australian Fashion Week 2023. The brand took the opportunity to showcase its latest Samsung Galaxy Z FLIP device and aimed to create an eye-catching photo experience throughout the festival.

Introducing ‘Samsung x AAFW FLIP Studio’ - a 3m x 3m photo booth that puts the Galaxy Z FLIP in the spotlight. Compact in size, this immersive setting delivers big on-camera impact, encouraging visitors to try out the ultimate Samsung accessory and to - flip it, flex it, fold it, flaunt it and OWN your festival look.

As Art Director, my team and I created this innovative space, set within the renowned Carriageworks foyer. Drawing inspiration from the venue's distinctive archways and atmosphere, we combined Samsung's signature 'bora purple' colour with 3D geometric and surrealist elements, creating a Y2K aesthetic. This design allows festival-goers to 'flip their fits' and strike creative poses.

The FLIP Studio remained open daily throughout fashion week, attracting many visitors who eagerly immersed themselves in its interactive environment. Patrons could unleash their creativity, capture the ultimate selfie of the event, obtain an instant printout, and effortlessly receive their images via text for easy sharing on social media platforms.

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Conceptual Direction, Art Direction, Production Set Design and Design roll-out by Lauren Hernandez, at Traffik.

Client: Diageo and Tennis Australia
Experiential Design, Brand Activation

Tanqueray served Magnificence as the Official Gin of The Australian Open 2024. As Art Director, my responsibility spanned from conceptualization to execution, ensuring every detail reflected the brand's ethos of 'Let's Live Magnificently'.

At Melbourne Park, we aimed for more than mere visibility; we sought to make a resounding statement. My vision became a stunning double-storey bar, a true standout on the Grand Slam Oval. Drawing inspiration from Tanqueray's distinctive bottle profile, guests were beckoned through a bespoke Tanqueray portal, immersing them in an experience where they could savour the essence of Tanqueray Gin while enjoying world-class tennis in unparalleled style.

Every element of the design was meticulously crafted to captivate the senses. From carefully curated seating arrangements to ribbed finishes and trims, from striking striped patterns to ambient lighting and verdant greenery, the Tanqueray bar became the epitome of elegance and sophistication, commanding attention both day and night.

The acclaim from Tennis Australia, the tournament's foremost authority, spoke volumes. They recognized our activation as the premier build on-site and chose to utilize it for their exclusive functions throughout the event. This accolade stands as a testament to the excellence of our design and the pride we take in delivering an experience that transcends expectations.

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Conceptual Direction, Art Direction, Production Set Design and Design roll-out by Lauren Hernandez, at Traffik.

Client: Diageo and Tennis Australia
Experiential Design, Brand Activation

Gordon's, the official Gin of the Australian Open 2023, is excited to introduce its newest flavour, 'Tropical Passionfruit,' adding an exotic twist to its classic range. As part of the festivities surrounding this renowned sporting event, I was assigned to conceptualise and art-direct the primary activation area for patrons to indulge in the Gordon's experience while enjoying the tennis matches from a shaded retreat.

To showcase the prominence of their latest flavour, I proposed a vibrant, two-story tropical oasis that embodied Gordon's bright and lively personality. The design included custom cabana seating and lush greenery, creating an immersive environment. I ensured that surfaces were carefully considered, including the functionality of space and optimal brand visibility throughout the creative process.

Collaborating closely with our Production team, I oversaw the project from its inception to completion, effectively expanding upon Gordon's brand narrative. The end result was a captivating space where visitors could immerse themselves in Gordon's experience, becoming a popular precinct at the Australian Open.

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Conceptual Direction, Art Direction, Production Set Design and Design roll-out by Lauren Hernandez, at Traffik.

Client: Samsung
Experiential Design, Brand Activation

In partnership with Melbourne Fashion Festival, Samsung launched their Galaxy S22 Series and its latest feature, 'Nightography', the best night mode feature on the market. To celebrate, Samsung engaged with Traffik to create a unique 10m x 10m build that would disrupt and entice festival patrons to trial out their latest device in almost complete darkness.

Presenting 'Samsung Walk the Night', a striking vision of UV colour and graffiti art from the outside, but inside, a very different experience awaits. Each guest is invited to get hands-on with a new Galaxy S22 as they explore a tunnelled journey of interconnected spaces in almost complete darkness, no matter the time of day.

In my role as Art Director, we created dreamy underwater settings, pulsating lighting displays, ambient soundscapes and UV street art. Throughout the maze, guests participated in an interactive Runway featuring designs from the National Graduate Showcase to enchant and inspire content capture using the Nightography feature. An innovative and creative decision to put the product in hands, attracting festival goers and passersby at Federation Square to experience ‘Nightography’ for themselves and take their content curation to the next level.

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Conceptual Direction, Art Direction, Production Set Design and Design roll-out by Lauren Hernandez, at Traffik.

Client: Lululemon and Tennis Australia
Experiential Design, Brand Activation

Lululemon has become a sponsor of The Australian Open, celebrating mind, body and soul and innovative performance gear. For the duration of the tennis tournament, a pop-up style store showcased a curated collection of their best sellers and new arrivals paying homage to tennis history and Australian sport. To help make this a reality, I played a key role in the initial concept stage, providing styling direction, shop fit-out build and design layout. Consideration for surfaces, textures and functionality were key factors while also adhering to Lululemon’s brand aesthetic. Conceptual Direction was relayed to the Production team to execute to final installation and within budget.

Conceptual Direction, Styling and Mock-up Creation by Lauren Hernandez, at Traffik.

Client: JNTO
Experiential Design, Brand Activation

An energetic and playful campaign brought to you by JNTO, Japan National Tourism Organisation. JNTO has partnered with the Messina to launch a Japanese-inspired menu of delectable, tasty ice cream flavours to celebrate Qantas' latest offering of direct flights from Melbourne to Tokyo. This ‘pop-up’ style activation launched across Melbourne’s busiest train stations, inviting patrons to claim their free Messina ice cream and participate in the fun antics of Japanese gameshow games. Winners were awarded free flights to Japan!

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Ideation, Art Direction, Production Set Design, Design, Illustration and Finished Art by Lauren Hernandez, at Traffik.

Animation and Video Design by Erik Bernacchi.
Character Illustration by Stellar Leuna.

Client: Diageo and Splendour In The Grass
Experiential Design, Brand Activation

As the Senior Designer, I enjoyed working on the Smirnoff Seltzer activation at Splendour in the Grass 2022. Our goal was to create an immersive experience that would catch the festival-goers' attention and provide them with a captivating space to taste and share our delicious Seltzer flavours.

We embraced the Palm Springs aesthetic and designed a vibrant 'Seltzer Springs' destination that transformed from a chill-out space during the day to a dance party at night. Our bold and bright colours, custom day beds, breezeblock finishes, a large-scale digital waterfall and neon lights set the perfect atmosphere, while our DJ booth showcased up-and-coming Aussie musicians.

We also designed eco-glitter stations inspired by the Seltzer flavours, including a Palm Springs photo opp to encourage user-generated content. The building design could easily scale up or down for other festivals and work seamlessly with the launch of Smirnoff’s High ABV cocktails later in the year.

Overall, our Smirnoff Seltzer activation was a massive success, attracting crowds, showcasing new talent, and making Seltzer Springs the place to be at Splendour In The Grass (Mud!)

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Art Direction, Design, Production Set Design and Finished Art by Lauren Hernandez, at Traffik.

Client: Tennis Australia
Experiential Design, Brand Activation

Conceptual Design and Art Direction for one of the main viewing precincts at the Tennis Open, Melbourne Australia. Celebrating cities of the world, Tennis Australia created 3 other viewing precincts transporting patrons to London, Tokyo, Melbourne and Paris. Working with the Head of Marketing and Production team, we brought to life a Parisian-chic champagne bar alluding to the iconic picturesque streets of Montmartre. Sit back and enjoy the match over a glass of bubbles!

Concept, Styling, Art Direction, Mock-up Creation, Design and Finished Art by Lauren Hernandez, at Traffik.

Client: Mr Kipling
Experiential Design, Brand Activation

Make every day delicious with Mr Kipling! To celebrate the launch of this iconic brand in Australia, a fun pop-up activation visited a selection of Westfield shopping centres inviting patrons to sample their range of cakes. In a ‘photo booth’ style set-up, patrons were invited to capture a slo-mo video of themselves devouring a Mr Kipling sweet treat and instantly share across their social channels. The introduction of Mr Kipling’s Australian Facebook page help build their social media presence with a stream of engaging and playful content.

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Ideation, Content Creation, Design, Production Set Design and Finished Art by Lauren Hernandez, at Traffik.

Client: Carlton & United Breweries
Experiential Design, Brand Activation

Festivals like Splendour In The Grass can be complicated. Tickets. Lines. Crowds. Weather. Naturally, Carlton Dry made ‘festivalling’ easier with the Dry Goods Store. A convenience store like no other that took the complication out of Splendour with a range of ridiculous, yet helpful products for sale. Like the Mosh Pit Sleepsuit. 100% waterproof and 90% festival proof. A Bacon & Egg Inhaler, to instantly cure hangovers. And the extremely popular Dry Suit that took the slosh out of the mosh.

Activating across the three days of Splendour, high demand meant stock was low. Popular items like the Hands-free Umbrella and Invisible Disguise instantly 'sold out'. I helped bring this playful concept to life by creating multiple in-store signage, merchandise design, set design and delivery through Finished Art.

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Art Direction, Design, Production Set Design and Finished Art by Lauren Hernandez, at Traffik.

Client: Diageo
Photoshoot, Styling, Art Direction

For their annual summer launch, beverage global leader Diageo engaged with Traffik to create visual content for their on-premise channels.

I spearheaded this campaign and art-directed the entire shoot, from pre-production to Finished Art. Working closely with the photographer, stylists, production team and retouchers, we created a suite of sun-kissed imagery featuring their popular summer serves to be rolled out across several touchpoints.

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Conceptual Direction, Art Direction and Design roll-out by Lauren Hernandez, at Traffik.

Client: Pernod Ricard
Shopper, Path to Purchase, BTL

Concept Key Visuals for Pernod Ricard's Festive Collection of top liquors for Christmas.

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Design, Retouching and Image Manipulation by Lauren Hernandez, at One Partners.

Client: Yellow Tail

[ yellow tail ] is an amazing Australian success story, not only do they have a great product and brand, but they also have a refreshingly creative approach to their Shopper work.

During my time at agency One Partners, we have developed campaigns that buck all the usual category language, opting for humour, quirkiness and a distinctive visual character. Resulting in promotions that deliver brand in a way a big ‘WIN’ and a picture of a vineyard never could.

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Ideation, Design, Illustration and Finished Art by Lauren Hernandez, at One Partners.

Client: Samsung
Branding, Shopper, Path to Purchase, Point Of Sale

The retail experience for customers within the consumer electronics space could be more exciting and clear. Brand communications are almost impossible to understand due to the heavy use of tech jargon and the presence of too many disparate pieces of POS with different messages. Most significantly, the lifestyle benefits consumers are seeking to understand are simply impossible to identify among all the ‘tech noise’.

Samsung wanted to revive its current POS suite and deliver a new communication approach for the retail store environment with relatable messaging that clearly and simply explained the lifestyle benefits of Samsung technology in emotive, inspiring, non-techy and human-centred language.

To help transform how Samsung appears in retail channels, I worked closely with our Strategy and Account Service teams and our client to refine and finesse POS templates and story-telling across multiple categories. Not only did our POS suite reinvent the way Samsung appeared in the retail segment, but it reinvented the way customers process information in this category, setting a new revolutionary standard for in-store retail experiences.

Key Results
Total consumer electronics sales uplift of 28%

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Conceptual Direction, Art Direction and Design roll-out by Lauren Hernandez, at Traffik.

Client: News Corp Australia

Daily Escapes is a sales promotional campaign active across New Corp Australia's major masthead publications, to help increase newspaper repeat purchase. With 21 exciting holiday destinations up for grabs, across 21 consecutive days, readers had the choice to opt for trips that heroed health and wellness, home and garden and or food and wine. These themes were communicated by bold iconography inspired by vintage travel posters and passport stamps.

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Design, Illustration and Finished Art by Lauren Hernandez, at One Partners.

Client: Diageo
Shopper, Path to Purchase, BTL, Point Of Sale

Promotional Key Visual creation for Captain Morgan. From conceptual scamp, sourcing and manipulating assets, typesetting and final design roll-out.

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Design, Retouching, Image Manipulation and Finished Art by Lauren Hernandez, at Traffik.