In our first project with the QVM, we sought to emphasise the Market as an integral part of Melbourne’s history and community - a place that students can enjoy and explore at any time. 

In the second, our goal was to showcase the expertise of the QVM’s amazing vendors, highlighting the affordability, accessibility and range of products on offer.

Project outline and strategy:

Key Messaging:

We aimed to convey several key messages in these videos, including:

A Cultural Icon: The Queen Victoria Market is 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 Market has something for you.

Home of the experts: QVM vendors are always on-hand to help, whether it’s learning about seasonal produce, finding ingredients from around the world, or delicious recommendations.

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.

Visual Strategy:

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.

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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.

Results: