QIC brings a ‘Pop of Unexpected’ in new work via Jane Doe Creation

A fast-paced, high energy edit that aims to encourage viewers to explore QIC’s AW24 pieces.

QIC has launched ‘Pop of Unexpected’, a new campaign to unveil its Autumn Winter 24’ fashion range via creative agency Jane Doe Creation.

With the aim to make QIC the top choice for Australian fashionistas, ‘Pop of Unexpected’ encourages shoppers to visit QIC stores where they can add unexpected style touches to their wardrobes.

Directed by Chloe De Brito at Collider, the campaign film features a fast-paced, high energy edit that aims to encourage viewers to explore QIC’s AW24 pieces.

Designed to be social, the online campaign includes premium blog content and in-store activations running in QIC’s 11 centres across the eastern seaboard in QLD, NSW, ACT and Victoria.

QIC head of marketing Bronwyn Cooper said the 'Pop of Unexpected' campaign is about celebrating individuality this Autumn/Winter season, inspiring customers to embrace their unique style.

“For the first time, we've worked with both a female director and photographer, reflecting our predominantly female customer base. The campaign supports our retail partners and their vibrant collections while encouraging our customers to make bold, unexpected fashion choices," said Cooper.

De Brito said offering styling tips through an unfurling, transiting wardrobe is as fun as it looks.

"If only this could translate into a reality where we don't need to try it all on (not to further tempt technology)," she said.

“I had a great time discovering these pops of unexpected with the wonderful teams at Jane Doe and QIC. It was all hands on deck to shoot this in a day and we grooved our way through it -- practical, handheld effects and all!"
 
 
Credits:
Client: QIC
Head of Marketing: Bronwyn Cooper
Portfolio Manager, Campaigns: Kelly McGufficke
Campaign Manager: Holly Howell
Brand Manager: Jacinta Bonsak
 
Creative Agency: Jane Doe Creation
Executive Creative Producer: Elissa Maine
Head of Strategy: Allison Sims
Executive Creative Director: Penny Buck
QIC Creative Lead: Alina Tadevosyan
QIC Project Director: Cara Staniforth
QIC Canva Director: Evan Clements
 
Production Company: Collider Films
Managing Partner & Executive Producer: Rachael Ford-Davies
Executive Producer: Olivia Hantken
Director: Chloe De Brito
Producer: Isabella Vitelli
DOP: Tyson Perkins
Art Director: Esther Rosenberg
Wardrobe: Monica Morales
Hair Stylist: Laura Mazikana
Makeup: Mikele Simone
Movement Director: Amy Zhang