Choice
Client
Choice.com.au
DELIVERABLES
Art direction
Set design
Prop build
Campaign
CHOICE is Australia’s leading consumer advocacy group, providing unbiased, scientifically-backed reviews on everything from home appliances to insurance. While at Common Ventures, I led the creative execution from the initial concepts through to the physical builds, handling the art direction, design, and even the set construction to bring this campaign to life.
The challenge
Most Australians are unaware of the rigorous work CHOICE does, often relying on misleading advertisements or biased blogs for product information. We needed to communicate their serious, data-driven testing in a way that felt entertaining rather than academic, cutting through the noise of "shonky" products to show why a membership is an essential tool for honest decision-making.
The process
We created the platform Keeping Products Honest and decided to tell the story through a collection of handcrafted miniatures and tiny sets. I turned a corner of the office into a mini-workshop, learning the art of miniature making on the fly to build these environments from scratch. This tactile approach allowed us to create quirky, entertaining content.
For the digital rollout, we developed a series of YouTube pre-rolls and social ads featuring products with ludicrously fake claims to drive users to the site.
The impact
The project successfully reframed product reviews as something both entertaining and essential. By using creative storytelling we made CHOICE’s scientific testing feel approachable and memorable. For me, this was an exercise in pure experimentation pushing me to improvise, build with my hands, and figure out how to create every set.
