Agency: Leo Burnett
Role: Design Direction, Digital Design
Year: 2019

There is no denying it - Melbourne CBD has a certain feeling to it. It’s a type of pulse or energy you can’t get anywhere else. For City of Melbourne we decided to harness this energy and explore the idea of navigating the city through the many different ‘energies’ that run through it every day, everything from ‘Relaxed, Magical, Romantic, Electric’ and more.

Using real time data, including cellular data and on-site foot traffic sensors, we would visualise the city in real time and navigate users through dynamic adshells, digital display and social, to explore and discover everything that is going on in the city, based on the mood they were feeling.