09 May 2012
Fashion and photography students, along with a clever lecturer, have delivered RMIT University's latest advertising campaign, You weren't born to wait.
Photographer Monty Coles from RMIT's School of Media and Communication is an industry legend who has worked in London, Paris and New York.
The Age's Janice Breen Burns wrote: "Coles' rare knack is to capture that 'sweet spot' when the seemingly ordinary is fleetingly rendered extraordinary, or intriguing, or amusing, or simply poignant."
When RMIT Marketing and Communications devised the latest mid-year intake campaign, Mr Coles was the go-to man.
Jennifer Newport, Assistant Director Marketing, Marketing and Communications, said: "Monty brought together a mix of talented, passionate students and turned this project into a very special work-integrated learning experience.
"Fashion students dressed the student models, and photography students took the shots.
"Monty coordinated the shoot with art director Dot Alcaide, liaising closely with our team."
Mr Coles said: "The shoot didn't so much challenge the students' technical abilities as encourage them to work within a very specific brief.
"They had to listen to direction from the client, the creative director, the art director and a tutor.
"Plus they had to manage to keep the shoot relaxed and natural.
"This is the kind of situation the photography graduates will be experiencing very soon in the real world."
The campaign is running on billboards on major transport routes until July.
A billboard over a busy intersection in Brunswick.
RMIT students in action.
The finished product.