a d v e r t i s i n g - c o n c e p t - image
chrisdent@pacific.net.au • mobile: 0414 619 242 • office: 02 9328 7536 • 14 Moncur Street Woollahra Sydney NSW Australia 2025 • www.creativejustice.com.au
CREDENTIALS - Internationally experienced Creative Director Chris Dent founded Creative Justice in 1995. With a portfolio brimming with funny award-winning TV and print campaigns, his work has featured in D&AD, London International, New York Festivals, FOLIO and Australian AWARD. At Creative Justice we believe in the power of creative ideas and the return they have for brave clients. We produce work that is unexpected and single-minded. We specialise in mainstream advertising, fashion campaigns, graphic design and art exhibitions. We are a full-service creative agency providing ideas, concepts, graphic design and production.
c h r i s d e n t @ p a c i f i c . n e t . a u • m o b i l e : 0 4 1 4 619 242 • office: 02 9328 7536 • 14 Moncur Street Woollahra Sydney NSW Australia 2025 • www.creativejustice.com.au
AUSTRALIAN WOOL INNOVATION EXHIBITION • MCA • Creative Justice was commissioned by Australian Wool Innovation to create PR. “Back to Back,” a photographic exhibition was created, produced, art directed and hung at the Museum of Contemporary Art in Sydney and a fashion book highlighting the versatility of Merino wool. We asked designer Josh Goot to created a special wool jersey tank, which was given to 23 fashion photographers – 10 local and 13 international - to shoot. The eclectic range of three metre images were printed on fine-spun Merino wool using digital printing and exhibited at the MCA during Mercedes fashion week in April 2006. The exhibition travelled to Melbourne for L’Oreal Melbourne Fashion Festival and Shanghai for an Australian wool exhibition.
FASHION FROM FLEECE POWERHOUSE MUSEUM Creative Justice was commissioned by Australian Wool Innovation to develop and implement, produce and creative direct a concept to celebrate 200 years of Australian Merino Wool in fashion. In July 2007, “Fashion From Fleece: 200 years of Australian Wool in Fashion” was launched at the Powerhouse Museum.
The unique exhibition displayed the work of 30 top fashion designers, including Giorgio Armani, Christian Dior, Ermenegidlo Zegna and Collette Dinnigan, showcasing an extraordinary array of vintage and contemporary pieces made from wool.
This exhibition was a huge success, generating coverage in leading
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which travelled to Tokyo and London.
THIS SEASON IT ’S ALL ABOUT
BLACK AND WHITE Courtesy London College of Fashion/Woolmark.
international publications and provided the basis for an exhibition,
Creative Justice art directed the exhibition in the museum. It also created and produced all the communication. Including a 90-page catalogue, 20 minute multimedia film, press campaign, banners and invitations.
FASHION FROM FLEECE 200 YEARS OF AUSTRALIAN WOOL IN FASHION
25 July to 22 August 2007 at the Powerhouse Museum, 500 Harris St Ultimo, Sydney. For more information www.merinoinnovation.com
Partner
It’s been 200 years since Australia exported its first bale of wool. Today, the country stands firm as the world’s leading producer of fine Merino wool, generating half a billion kilograms of fleece a year. Soft, light and versatile, this high-quality natural fibre has inspired designers around the globe, from Giorgio Armani to Ermenegildo Zegna, Christian Dior to Collette Dinnigan. Showcasing vintage and contemporary pieces from leading local and international designers, Fashion from fleece celebrates two centuries of Australian wool in fashion. It also charts the journey of the Australian Merino from the pastoral boom to the high-tech fabric innovations of today.
DAVID LAWRENCE The David Lawrence catalogue and print campaign was art directed and produced by Creative Justice in 2004. The campaign was shot by top fashion photographer Justin Smith and styled by leading freelancer Mark Vassallo.
We managed photography, production, creative direction, post production of the catalogue, and an extensive advertising campaign across print, metrolight, billboard and buses.
DAV I D L AWR ENCE
BEZOAR CASHMERE Creative Justice launched a new cashmere label called Bezoar in 2006. The client gave our company a blank canvas and we ended up creating a classic cashmere range to cater to a younger, more fashion conscious market. We provided a full package: research and development, art direction, sales and public relations.
Bezoar sells in Australia’s top fashion boutiques, including Belinda, The Corner Shop, Duck Egg Blue, and Parlour X. It has been featured in Vogue, Harpers Bazaar, The Australian and Wish Magazine. The brand is selling more than $100,000 worth of cashmere annually.
BETTINA LIANO Colvin Communications commissioned Creative Justice to come up with an alternative idea for a fashion show for leading fashion designer Bettina Liano in 2004. We produced a fashion DVD, which was directed by industry leader Robbie Hunter. The DVD was given to press and buyers, and screened in front of an audience of 300 people in Sydney and Melbourne. In-store posters and a lookbook were also produced.
The company also designed the set for Liano’s fashion show in 2005. The result was very simple yet effective, and was a finalist in the best show award at Mercedes Fashion Week.
WESTFIELD We conceptualised and organised the 2006 and 2007 Derby Day after party at Comme in Melbourne for Westfield Doncaster. Creative Justice designed everything from the space to the invitation to special thongs given to guests at the party. We also conceptualised and organised FASHION LOVES ART for the 2009 LMFF Fshion festival.
AUSTRALIAN WOOL INNOVATION DESIGNER SHOOT Creative Justice was commissioned in 2006 by Australian Wool Innovation to showcase wool outfits created by leading Australian designers. Akira Isogawa, Easton Pearson, Peter Morrisey, Tina Kalivas, Josh Goot and Jayson Brunsden created unique pieces for a photographic campaign, which was art directed by Chris Dent and shot by Georges Antoni.
The Sydney Morning Herald ran a group image in the news pages in the lead-up to the Wool Board’s AGM.
MAIN STREAM ADVERTISING Founder Chris Dent has worked for over 15 years as a creative in multinational advertising agencies. His experience includes Creative Director at D’ARCY (Milan), Senior Art Director at Leo Burnett (Sydney), Art Group Head at Ogilvy & Mather (Hong Kong), Senior Art Director at EURO RSCG (Singapore) and McCann Erickson (Sydney).
His work continues to be of the same quality but can be produced at a much faster pace than that of the old-school multinational dinosaur. His ideas are well-executed without the meddling of corporate middle management. The results are pure, powerful pieces of communication for the consumer. Dent is also an edgy graphics designer,
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who is skilled at reflecting the core values and message of your company into a strong, simple image.
We have experience working on the following brands:
American Express, Coke, Compaq, Volvo, Korean Airlines, Westfield, Singapore Telecom, Caltex, Phillips, TDK, Guinness, Kodak, Kellogg’s, United Distillers, Procter and Gamble, The Economist, Infostrada, Fiat, Swatch, Giorgio Armani, Omega, Cerutti, David Lawrence and Bally.
MAINSTREAM TV ADS During his time working with multinational advertising agencies, Dent wrote and art directed a raft of mainstream television advertisements. He worked with top directors, including Willy Tang (Singapore), Wayne Maule (Australia), Adrian Haywood (Australia) and Daniel Barber (London). To view some of the TV spots please go to the website
www.creativejustice.com.au
GRAPHIC DESIGN Creative Justice provides clients with graphic design which can reflect the core values and message of your company into a strong, simple image.
GRAPHIC DESIGN image and public relations
CHRIS DENT • CREATIVE DIRECTOR OCCUPATIONAL BACKGROUND: Jan 2001 - May 2009: Creative Justice Pty Ltd • Creative director March 1999 - December 2000:
D’ARCY (Milan) Art Group Head
September 1998 - March 1999:
Leo Burnett (Sydney) Senior Art Director
October 1996 - June 1997:
Ogilvy & Mather (Hong Kong) Art Group Head
January 1996 - September 1996:
EURO RSCG Ball Partnership (Singapore) Senior Art Director
August 1995 - December 1995:
DMB&B Tokyu (Singapore) Senior Art Director
March 1994 - August 1995:
John Bevins Pty Limited (Sydney) Art Director
September 1992 - March 1994:
Sheppard Griffen Advertising (Sydney) Art Director
February 1992 - June 1992:
D’arcy Masius Benton & Bowles (London) Art Director
AWARDS & FINALISTS: Campaign Brief The Work 2005 Lipton Ice Tea TVC’S New York Festivals Finalist 1998 Corso De’ Fiori press ad New York Festivals Silver Award 1998 Corso De’ Fiori press ad Folio Award Finalist 1998 Kellogg’s Sultana Bran press ad Folio Award Finalist 1998 Kellogg’s Sultana Bran press ad London International Finalist 1997 Compaq Presario Press Campaign London International Finalist 1997 Compaq Presario Press Individual London International Finalist 1996 Bankers Trust Press campaign London International Finalist 1996 Bankers Trust Press Individual Australian AWARD Finalist 1996 CMRI Jeans For Genes Art Auction Catalogue
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London International Gold Award 1996 CMRI Jeans For Genes Art Auction Catalogue Australian AWARD Finalist 1996 Asia Watch Land Mines Press Campaign New York Festivals Finalist 1996 CMRI Jeans For Genes Art Auction Invitation New York Festivals Silver Medal 1996 CMRI Jeans For Genes Art Auction Catalogue Australian Catalogue Awards Gold Award 1996 Best Art Direction CMRI Jeans for Genes Art Auction Australian Catalogue Awards Gold Award 1996 CMRI Jeans for Genes Art Auction Catalogue D&AD British Designers and Art Directors Finalist 1996 Asia Watch Land Mines Press Campaign
chrisdent@pacific.net.au mobile: 0414 619 242 office: 02 9328 7536
Mobius Gold Award 1996 CMRI Jeans for Genes Art Auction Catalogue
14 Moncur Street Woollahra
The London International Finalist 1995 “Bob’s Cafeteria” 45 sec radio
Sydney NSW Australia 1350
New York Festivals Finalist 1995 “Bob’s Cafeteria” 45 sec radio ad Australian Catalogue Awards Gold Award 1995 CMRI Jeans for Genes Auction Catalogue Radio Marketing Bureau of Australia Gold 1995 45 sec radio “Bob’s cafeteria” New York Festivals Finalist 1994 CMRI Jeans for Genes 30 sec TVC Caxton Award 1993 Macquarie Stationery press campaign Caxton Award 1993 Saltram Bistro press ad Caxton Finalist 1993 Saltram Bistro press campaign Caxton Finalist 1993 Australian National Maritime Museum press campaign Brisbane Advertising Awards 1987 Gold Award Student Category Anti Drug Abuse Council EDUCATION: Balmain Fine Art School – Principles in Colour and Design 1994 -1998 D&AD Advertising Workshop London 1992 • Readers Digest Award School Sydney 1990 Certificate in Graphic Design CATC Brisbane Australia 1987 • Senior Certificate Brisbane Grammar School QLD 1982-1986
ABN: 76 079 969 074
www.creativejustice.com.au