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Melbourne's CBD hosts a large student population, many of whom frequent the area for lunch, groceries, or simply to pass the time. Occasionally, they seek a deeper, cultural experience during their breaks.
With so many students within walking distance of one of Melbourne's most iconic landmarks—the Queen Victoria Markets—we saw an opportunity to dive into a storytelling approach that resonates with their lifestyle and interests.
We aimed to convey several key messages through this video:
A Cultural Icon: The Queen Victoria Markets are a vital part of Melbourne's rich history and culture. They are not just a place to shop but an essential experience for anyone in the city.
A One-Stop Destination: From food to unique products, the markets offer an incredibly diverse range of options. Essentially, if you’re looking for the best, you’ll find it here.
For Everyone: The markets are a welcoming place for all walks of life. No matter who you are, the Queen Victoria Markets have something for you.
Timing Matters: We also wanted to guide viewers on the best times and situations to visit the markets, whether it’s for a morning coffee, a lunch break, or a weekend stroll. There’s always a perfect moment to experience what the markets have to offer.
To keep the video visually engaging and dynamic, we decided to use several creative techniques, such as:
Collages: Layering images and footage to create a vibrant, lively representation of the market's atmosphere.
Split Screens: Highlighting multiple aspects of the markets simultaneously to showcase their variety and versatility.
Personalities: Featuring market vendors, visitors, and students to bring the markets to life and add a relatable, human touch.
