A CULINARY DESTINATION, A BRANDING JOURNEY

After 17 years, iconic Sydney nightclub, The Argyle, has closed its doors, making way for something new. Introducing The Collective, a modern dining precinct offering a smorgasbord of spectacular culinary experiences under one roof. We were briefed to create an OOH campaign to both launch and define the brand, while captivating a new audience, and reigniting excitement among former patrons.

CLIENT

Pacific Hunter Group: The Collective

SECTOR

Hospitality

SERVICES

Brand Strategy, Visual Identity, Campaign Production, Campaign Rollout

Brand Strategy

Our strategy for The Collective is rooted in competitor analysis and research into premium restaurant branding, as well as luxury fashion houses with dining experiences. The brand was designed to blend sophistication with a hedonistic spirit – care-free, eccentric and spontaneous – really targeting the type of new audience we’d find at the venue. To create a true point of difference in positioning, the styling took its cues more from a fashion campaign than a traditional commercial one.

Campaign Creative

Three creative interpretations were presented, with “Life to the Full” chosen as the defining direction. A take on how to live life to the full through the eccentric lens of those that live in luxury and revel in it. They aren’t afraid to let their hair down or even wear their Sunday best on the regular. Designed for this modern audience that appreciates life’s finer things, the campaign leverages bold imagery, vibrant colours, and contemporary typography to bring the brand to life. Every touchpoint captures the energy, indulgence, and excitement of this dynamic dining destination.

Shot on site, we utilised the bar, kitchen, and dining room spaces, as well as set design and the construction site – alluding to the new venues that are still being built. This gave an ‘under construction’ look to the shoot, and added a level of anticipation.

This also allowed the campaign to establish a strong visual identity for the brand without being too specific, while offering flexibility in setting the desired look and feel.

The cast featured a diverse and eccentric mix of characters, both old and young. Styling drew inspiration from vintage tailoring and couture, incorporating bold colours, rich patterns, and statement accessories.

The food styling showcased the eclectic fusion of classic global influences that will be served at the venues.

The mid-century, Art Deco, and Victorian-inspired set featured a tactile interplay of marble, wood, silver, gold, fabric, porcelain, and glass, reinforcing the campaign’s refined yet playful aesthetic.

The shoot embraced a dynamic, immersive style—filling the frame with energy and movement, capturing candid moments with a mix of wide-angle lenses, tight close-ups, and unexpected perspectives. Bold lighting, high-speed flashes, and razor-sharp focus emphasised texture and detail. Modern-vintage colour grading maintained vibrancy in clothing and food, while introducing warmth to the background.

The Result
A striking collection of nine hero images—visually rich, full of character, and effortlessly timeless. These formed the foundation of the campaign’s launch, and captured the energy and essence of the venue’s clientele.