Brief
Create a creative campaign that inspires and promotes Colours of Australia, a Haymes Paint range inspired by the Australian landscape.

Creative Solution
Haymes Paint's major colour campaign for 2025 celebrated the colours found in diverse Australian landscapes.

As an avid traveller and hiker, I photograph landscapes, textures and reflections on my own trips. I conceived the idea to build the campaign entirely around landscape photography, using real landscapes as the source of colour inspiration. This became the creative foundation of the entire campaign.

I developed the creative strategy with regional relevance in mind, tailoring imagery to reflect the landscape each audience would recognise as their own. For example, areas in Greater Brisbane were shown the Story Bridge, while regional areas were shown the Daintree Rainforest. The Fleurieu Peninsula palette, inspired by a sunrise hike on South Australia's coast, became the central visual element of the campaign, representing the landscape's shifting colour and light.

This was also the brand's first exploration of AI-generated lifestyle imagery. Results were mixed, so it was kept secondary to the landscape photography.

Following the launch, I repurposed unsold sample stock into curated packs to sell through excess stock. The Colours of Australia fandecks went on to sell out entirely, with remaining stock distributed as a goodwill gesture.