When Seven Network, Target and Gok Wan teamed up for Target’s Style The Nation with Gok, it was the Ensemble Agency and ZENT Productions collaboration that helped make it happen.
Taking place on Cockatoo Island in Sydney Harbour, five Australian women were awarded a $20,000 make over experience- across four days, culminating in a huge fashion parade to reveal their new looks. This fun and exciting journey was broadcast on SEVEN in an hour long program, scheduled in prime time with the launch of Dancing with the Stars.
When Ensemble Agency engaged ZENT to conceptualise and art direct the project, together they knew one of the creative challenges would be to bring a warmth to the sometimes cavernous warehouses on Cockatoo Island. They also wanted a functionally dynamic space that could best showcase the Target product.
Creative Director Alex Zehntner envisaged that each woman would have her own personal 'fashion sanctuary', along with additional studios devoted to accessories, hair and makeup, where up to 25 experts led by Gok Wan would work their magic…
'We created urban cocoon’s constructed from temporary inflatable wall panels, placed in the various corners of the large halls,’ says Alex.
’These were then lit with pastel lights which illuminated and softened to create the perfect space to be set dressed. The styling of the sets were feminine, electic, colourful and bold, with all the soft furnishings and accessories sourced from within the Target 2015 summer range.'
The functionality of the sets created by ZENT needed to change, with just a moments notice. One of many achievements for ZENT in this project was transforming the entire space from the 'fashion sanctuaries’ format, to that of a catwalk and dynamic cocktail party space for 150 guests, including - media, network execs, families and friends.
‘This way of making branded entertainment is only for the creatively brave!’ says Alex.
'We absolutely loved creating a kit of parts that included inflatable wall panels, coloured wall paper flats, key props, furniture pieces and soft furnishings in multiple colour options, to help us respond to the needs of the shoot and the experience of the women.’
On set, ZENT had a team of two senior art directors, 5 set stylists and two prop makers, along with a construction studio allowing the team to build and customise props live and as needed, across the four days.
Seven won the night of TV ratings and Australia may now consider themselves Target and Gok devotees. This exciting branded entertainment activation, absolutely proved to a new audience that Target is the place for fashion forward, fast moving trends.