I led the design and art direction for Contiki’s “Live the Legend” campaign, bringing the big idea to life through bold, energetic visuals and a distinctive, unapologetically Aussie attitude. Centered around the call to action “Live the Legend”, the campaign invited people to stop watching others’ adventures and start creating their own. Through expressive typography, cinematic imagery, and playful design moments, we captured the spirit of unfiltered freedom, spontaneous adventure, and the kind of stories that live on long after the trip ends.
Out of Home take over
Regent St Domination, Sydney
Botany Rd, Sydney
King St, Sydney
Marion St, Sydney
Myrtle St, Sydney
Montague St, Melbourne
Montague St, Melbourne
Swan St, Melbourne
Swan St, Melbourne
Cremorne St, Melbourne
Bold Design. BIG Results.
We transformed adventure into a lifestyle with high-energy visuals, cinematic imagery, and clean typography. The result? Instant brand recognition, boosted engagement across channels, and a 63% uplift in sales. Strong design fuels resonance, sparks action, and drives growth.
Cultural Immersion
Phase 2 turned up the volume. We shifted from clever copy to bold, minimalist creative that put our audience in the picture. Immersive POV billboards and a high-impact TV spot dropped into cultural moments like Love Island Australia, inviting young travelers to see themselves living the legend—driving recall and awareness to new heights.
TV Ad
Leichhardt, 345 Parramatta Rd, Sydney
Granville Overpass, Sydney
Central Station East Entry, Sydney
Harris St Domination, Sydney
Full back, NSW
New South Head Road Domination, Sydney
Wickham Tce
Wickham Tce
Legends Start Here
Phase 3 brought a fresh wave of energy to the campaign. We leaned into humour and spontaneity, capturing that feeling of freedom and adventure that defines a Contiki trip. This phase reminded young travellers that every legendary story has a beginning and with Contiki, theirs starts here.
The final phase took the campaign deeper into authentic cultural moments. We highlighted the experiences that turn trips into legends, from hot air balloon rides to street food feasts, showing that a Contiki adventure is more than sightseeing; it’s living the story you’ll be telling for years to come.
