For the first time in Australia, world-renowned photographer Gregory Crewdson presented a masterclass on his cinematic approach to staged photography. Rodeo defined the event’s identity, communications, and campaign, reflecting the prestige and narrative depth of the experience.

Challenge
The campaign needed to position the masterclass as a rare opportunity, capturing the scale and intimacy of Crewdson’s work while attracting a highly engaged, selective audience.

Solution
We created a visual identity and integrated campaign across print, digital, and social channels, evoking Crewdson’s cinematic style. A pre-event phone interview between Crewdson and London-based writer John O’Reilly, former editor of Colors magazine, provided editorial insights that shaped the narrative and offered attendees a meaningful takeaway, highlighting the event’s global reach.

Outcomes
The campaign exceeded attendance targets and generated strong press coverage. The O’Reilly interview enriched the masterclass, connecting audiences to Crewdson’s process and reinforcing his reputation as a master of narrative photography in Australia.

Services
Campaign strategy and management
Event identity and visual branding
Print, digital, and social communications
Content creation and copywriting
Project coordination and delivery

Deliverables
Masterclass branding
Promotional assets
Integrated campaign materials
Event signage and collateral
Digital communications

Photography Gregory Crewdson and Grace Clark for Crewdson Studio.