[Press Release by tsuki]

Westfield will be opening the doors of its highly anticipated luxury flagship centre, Doncaster Westfield, on October 16 in Melbourne. This will mark a new level of world-class boutique retail experience never before seen in Australia. To mark this occasion, Director Ben Briand of Cherub Pictures, working with M&C Saatchi Sydney, has shot the new Westfield TVC for cinema and television entitled Passion, creating a rich narrative representation of this sophisticated experience. The TVC will air in Victoria on Thursday 16th October.

Briand has created a cinematic visual tableau depicting a passionate couple sampling the many offerings of what appears to be a luxury hotel. All the elements are there; valet parking, concierge, butler service, intimate fine dining and designer fashion. This impression is carried through until the final moment where an exterior shot reveals that this is all on offer at the new Doncaster Westfield.

To create the aesthetic for this TVC, Briand captured the boldness of the Westfield location and used light effects to create a beautifully layered, stylised result. Using a variety of in-camera lighting techniques combined with photo-realistic post-production, Passion for Westfield is a beautiful and considered visual feast. The final result is a delicate combination of mystery, romance and striking architectural features.

By shooting in a style synonymous with couture fashion and designer perfume commercials, Briand perfectly reflects the brand positioning of the Doncaster Westfield, creating a desirable, romantic and exclusive event far removed from the common consumer fashion representation.

Ben Briand has also directed the Telstra TVC The Feeling of Free and the twice awarded Ballantine Soccer Can TVC. He also wrote and directed Hammer Bay – winner of the 2007 Optus ONE80Project and the first drama to be commissioned by MTV.

To view the commercial visit www.cherubpictures.com.au

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