Visit Victoria: A Twist At Every Turn

Jan 2020

A Twist At Every Turn is a comprehensive lifestyle campaign for Visit Victoria, designed to showcase the intimate, textured side of Melbourne’s urban culture. The project captures the rhythm of the city through a series of observational vignettes, ranging from vibrant nightlife and rooftop gatherings to the quiet, candid moments found within boutique retail spaces and rustic dining rooms. Photographer and creative director Rebecca Newman employs a blend of cinematic, low-key lighting and natural light to emphasize the character of the city’s historic architecture. By pairing gritty, alleyway documentary-style photography with clean, editorial retail imagery, the campaign highlights the depth of local hospitality and commerce. The work leans into a nostalgic and warm aesthetic, utilizing techniques like analogue-inspired film textures to ground the travel narrative in a lived-in, authentic atmosphere.

Lifestyle, Warm, Horizontal

Natural light

Advertising Campaign