One of the most prominent sites for this rebranding effort was the iconic ANZ building on Collins Street in Melbourne. To document the installation of the new sky sign, I embarked on a three-week time-lapse project, capturing the transformation from a unique vantage point atop 355 Elizabeth Street.
With the Melbourne skyline as my backdrop, I meticulously filmed the installation process, capturing every step from the initial scaffolding to the final unveiling of the new ANZ logo. Thankfully, the weather cooperated throughout the shoot, allowing me to capture a seamless visual narrative of the rebranding effort.
In addition to the time-lapse footage, I seized the opportunity to document the installation of other signage elements at street level. While the time-lapse camera continued its silent vigil above, I ventured down to capture the intricate process of positioning and lifting signage onto the roof of the ANZ building.
This ground-level footage provided a unique perspective, showcasing the meticulous craftsmanship and attention to detail that went into every aspect of the rebranding project.
The resulting time-lapse video and accompanying footage served as a powerful visual testament to the ANZ rebranding effort. They not only documented the physical transformation of the ANZ building but also captured the excitement and anticipation surrounding the brand’s evolution.
This project highlighted the importance of visual storytelling in communicating brand identity and showcased the power of time-lapse photography to capture the essence of change over time.
