The team at Media Playground were asked by The Australian Independent Music Awards in association with Carlton dry to create an entire campaign for the up and coming annual award ceremony.
The campaign included a photo-shoot, a magazine advertisement and a nomination video. The brief was left open for us to introduce our creative flow. After much brainstorming and many creative sessions it was decided that we would base the campaign on the use of the iconic Indian Tradition of Holi Powder.
For the photo-shoot we shot the Holi Powder in our own studio incorporating the end image in the magazine rollout. For the video shoot we brought in all of the nominated artists into the studio shooting the Holi Powder with an extreme slow motion camera. These videos were then used throughout the events ceremony.