Role: Art Director/Creative Lead
Tasked with launching Boody’s Period and Leak-proof underwear through real insights. Not the usual period portrayal of happy dancing, climbing mountains or cheering through the bleed. We wanted to let everyone know it’s ok to do less when it’s that time of the month. Not that we need to give people permission but more a stance in solidarity. It’s ok to stop, sleep or just curl up. Because on most days us bleeders and leakers really are superheroes. But just not today. So be kind to yourself and the planet. #DOLESS
Global Head of brand and marketing: Ruth Haffenden
Art Director: Annabelle Gaspar
Photographer: Bec Lorrimer
Production: Sam i AM
Content/Socia: Stephanie Audino
Styling: Kelvin Harries & Jade Zulian
Media: Growth Huntr
PR: alt/shift/
Role: Senior Creative
When it comes to Christmas gifts, it truly is the thought that counts. And in the year that was, finding a gift for our loved ones that brings back their sparkle is probably the most thoughtful of all.
Shot remotely by ever so talented Bonnie Moir from Exit Films. Edited by Leila Gaabi. Colour by Trish Cahill.
We created a 45 second brand film with 30' and 15' cut downs which aired on free-to-air TV, Pay TV and social media channels.
This was complemented by 5 x 15 second retail spots which used the book as a mechanic to present gifting ideas for different occasions.
Role: Senior Creative
Michael Hill wanted to break into a more fashion focused market without cannibalising their brand. They aimed to create pieces that were of high quality, both plated and solid metals which could be loved for a few seasons and built upon. So they asked us to launch a new brand called Medley.
After much research we recommended that Medley be a 100% digital business with pieces being sold through social media and web channels only. We would use influencers to help us sell and develop an attitude and tone of voice that was uniquely antipodean, encouraging anyone to be their own stylist under the idea of 'worn for nobody'.
Being a slightly younger demographic we launched on Instagram and Facebook with an influencer strategy and film. We also took Insta's ubiquitous 1x1 spaces and turned them into actual little shops, where customers could buy selected items from the launch range.
Role: Senior Art Director
It’s when we dare to step outside that circle of comfort, and embrace risk-taking, we discover and we grow. But as creatures of habit that first step can be a daunting one unless we are presented with an opportunity to try. A special occasion is the perfect reason to take that first step, overcome personal style barriers and try something new. It’s a time when you want to present your best self. You purposefully shop for an occasion; it’s an invitation to leave your daily routine, take a risk, get dressed up, be the you, you want to be. From wedding to racing, whatever the occasion might be, we invite you to Westfield this Spring and fall in love with something new.
Role: Senior Art Director
Christmas, it’s not just about ‘getting’ something, but about ‘feeling’ something.
How did we do this? With a little magic.
And what is more magical than elves!
This Christmas Westfield enlists these little helpers who are in the background making it all happen. When you see them you know that magic is afoot.
Role: Art Director and Photographer
Love you to death - Was a personal project exploring the weightlessness of love and grief.
©Annabelle Gaspar - Prints available.
Role: Senior Art Director
Today the fashion industry is embracing authenticity in the most intimate way possible with a trend towards championing the notion of family. Amid the world’s turbulent times, we are putting fashion & beauty into perspective through a more cheerful and human connection. It is time to show personality & authenticity, and there’s no richer way to do this than to uncover who you are and where you came from. The family represents a safe haven, a place of trusted advice, inclusivity, nostalgia & support. Cross generational love & inspiration is everywhere. Westfield is the place she escapes to with her Mum and grandmother, a place she takes her own family shopping or just when she needs some ‘me’ time. We have been uniting fashion & families for over 60 years. Through a colourful, stylized and optimistic narrative, our families (talent) will visually represent the ultimate Westfield curation & connection.
Role: Senior Designer/Creative
We were tasked with:
Creating the first AMP Goals based centre with private breakout and meeting rooms that don’t feel like a corporate environment.
Developing custom-built advice technology comprising of a new goals-modelling engine, producing the most sophisticated and contemporary advice experience in the industry.
All collateral, signage, image selection.
UI and UX Design
Role: Art Director
For Christmas 2016, we wanted to take the pressure off Australians by helping them find the joy in Christmas. To remind them what really matters. We decided to take a Nanna approach. With years of experience under her belt, Nanna never sweats the small stuff. Nanna will help you overcome anything Christmas throws at you.
With over 200 years of experience they'll help you not sweat the small stuff.
A collaboration between Frank Green and Sydney Westfield. We gave away 500 cups to those customers who made a pledge to help the environment by not using single use takeaway cups.
Role: Art Director and Photographer
A personal project.
©Annabelle Gaspar - Prints available.
Role: DJ
'Out There...2001 Sydney Gay & Lesbian Mardi Gras'. Disc one is mixed by Frankie Knuckles and disc two is mixed by Annabelle Gaspar. Featuring tracks from Wendy Carlos, Kings Of Tomorrow feat. Julie McKnight, Soul Bros feat. Joi Cardwell, Love Tattoo, DJ Harvey and Robert Racic.
Role: Art Director
In-centre and online, customers enjoyed an immersive 360° experience.
Dame Edna, the ultimate style matriarch, invites you to a fashion lunch to celebrate her three favourite f-words: Fashion, Family and Food.
Showcasing over 140 retailers in the biggest and most diverse brand work to date for Westfield. The user could move the cursor around to get the full 360 view of the room and all the fashion worn by our talent.
Role: Senior Designer/Creative
Various branding for small independent businesses
Role: Art Director and Designer
A series of infographic animations were created to communicate the cultural change taking place within Telstra.
Role: Art Director and Photographer
Underwater Roller Derby - A personal project.
Photography and Art direction ©Annabelle Gaspar.
Prints available.
Role: Senior Art Director
A collaboration between Westfield Sydney and Westfield Bondi Junction. We were tasked with pulling together a creative to celebrate the Sydney Gay & Lesbian 40th Anniversary but also highlight the history of the event and the community.
Simple vibrant 70’s inspired graphics throughout both centres. A roaming photographic exhibition with local legendary photographer C.Moore Hardy showcasing her extensive documentation of the Sydney queer community over the last 4 decades.
Guest DJ on Triple J - The Club - Mix Up
Part 1 and 2
Role: Art Director and Designer
A series of old school embroidered badges were created to get in the ‘Back to school’ spirit!
Role: Senior Designer/Creative, Photography, Videographer, Art Direction
Fonzarelli is Australia’s first 100% electric scooter with a removable battery for charge-anywhere convenience. Michelle Nazzari, founder of Fonzarelli Bikes, has created the Fonzarelli because she believes in 100% emission-free and eco-friendly personal transport, and ensuring that a Fonz bike is the most stylish option on the road today. Tasked with producing all collateral including posters, T-Shirt, Fliers, Videos and Website Art Direction and Design. Helping to bring Michelle’s vision to life.
Collaboration with Saxony fashion
Curated by David Bonney
Photography and Art direction ©Annabelle Gaspar.
Prints available.
Role: Senior Art Director
Tasked with creating a fashion and dining shoot to launch 4 different centre redevelopments across Australia by discovering or rediscovering your local centre from a new perspective.
Role: Senior Designer
Role: Senior Designer, Photography, Art Direction
Dj’d the closing set in the Hordern Pavilion for Mardi Gras’ 40th celebration in 2018.
