Blue Mind; The mildly meditative state people fall into when they are near, under or on water.

Concept for Saint Laurent Rive Droite activation.

Direction and activation of the Gucci Garden Sydney opening night hosted by the Power House Museum and pop-up activation concepts in collaboration with M Weekes and The World Of (award winning experiential agency).

Image source: The World Of + Russh Publication

Creative direction and product development of a range of botanic antioxidant water enhancers. Designed to represent both the heritage of an ancient culture as well as the minimalistic purity of the product.

In collaboration with Rozhia Tabnak

Direction and activiation for Calvin Klein Pride activation at the iconic Sydney Arq nightclub in collaboration with M Weekes and The World Of (award winning experiential agency).

Image source: The World Of

This film offers a conceptual visual interpretation of Lilith, whose rich history spans ancient Babylonian religion and Jewish folklore. As Adam's first wife she symbolises independence and defiance, contrasting sharply with Eve. 

Lilith’s refusal to submit to Adam represents a radical assertion of agency that challenges patriarchal norms. Despite this (and ironically due to this) history has recorded her as a dark symbol of rebellion—an eidolic night demon, a dweller in waste places (Isaiah 34:14).

Although mythical, Lilith’s narrative embodies timeless themes of female empowerment and the struggle against societal constraints, resonating with those who challenge the status quo without prejudice, borders, or gender constraints.

Cast - @himynameisalliyah
Concept/Creative Direction/Styling - @rodina_
Cinematography/Post - @cassidycummins
Production design/Llighting - @rozhia

Styling and direction of juice bar and dancers for Hermès Fit Sydney event in collaboration with M Weekes and The World Of (award winning experiential agency).

Image source: The World Of

Cyber Obituary is a conceptual art production based on poeticising accumulated data.

Celebrating one’s life by highlighting the traceable moments that were recorded in ‘the system’. Digital intrusion transformed in to a morbid, poetic recognition of you.

Illustrations ref. Morbid Anatomy

Creative direction of a dynamic sub-brand system for Australia’s leading retail and lifestyle group.

Jo Walker specialises in dealing rare antiques around the globe. In creating her brand, I wanted to play with the juxtaposition of packing her valuable finds in metallic garbage bags and using reflective holographic materials for her stationery/collateral.

A selection of costume design and story/moodboards. This series of work was created for editorial shoots and costumes for various short films.

Conceptualised/re-skinned

Vetements X Nike

Marcel Breuer’s ‘Akbar Mashti’

Rebranding of an Australian iconic brand. Through strategic research Crumpler identified that their die-hard customer fanbase has evolved and that they need to re-introduce the Crumpler brand to better represent today and tomorrow’s ‘creative entrepreneur on the move’. Custom typography formed the new logotype and the Crumpler man once shaggy and loose, now posses the personality traits of a creative entrepreneur (his face reflects ‘positivity’, arms are magnetic shape to communicate ‘collaborative’ and his legs stand for ‘supportive’). The high energy that the brand has always radiated is expressed through the use of loud bold colours.

Creative direction and collateral for a Persian eatery in eclectic Bushwick Brooklyn, New York. Typographic treatment is minimal to balance the illustrated characters which are based on the classic portraiture style of the Qajar era.
Farsi typographic motif is by Iranian artist, Korosh Ghazimorad and intented collaboration with Iranian fashion designer, Paria Farzaneh for the uniforms.

A conceptual take on a calendar, featured on the leading online fashion platform The Impression (theimpression.com).

The vision of a near future is shown through the juxtaposition of 3 elements - minimalism/loud fast moving graphics/delicate and organic. Footage in her bodice shows highlight events of a calendar year which repeats and recycles.

Concept/Creative direction/Costume Rodina Tabnak
Photographer Penny Clay
Model Cecilie Heide
Hair stylist Raymond Robinson
MUA Maisy McClelland

Footage within bodice sourced from youtube (Creative Commons license).

‘Bio-luminescence’ shoot for i-D magazine featuring a rising streetwear label. Talia Jimenez is a talented Sydney designer who’s pieces are inspired by classic Japanese utilitarian silhouettes. The concept for her Marina range photoshoot is my take on deep sea bioluminescence, organisms that organically produce light. This came to life through exaggeration of radiating light and reflective surfaces.

Concept/Creative direction/Jewellery Rodina Tabnak
Photographer David Choi
Model Lucy Blay
MUA Maisy Mcclland

Creative direction across branding, packaging and photoshoot for a luxury active and lifestyle label.

More to come soon…

With collaboration with Landini Associates, I created a holistic brand solution for The Kitchens by QIC which is host to a unique food and lifestyle experience. Acting as a community hub as part of Robina Town Centre, The Kitchens offer extends to eating, cooking, learning, live entertainment as well as support to a collective of artisan merchants. Although the primary identity is minimal and understated, the branding extends to an illustrative language and a set of curated collages which visually expresses The Kitchens unique offer. Flexibility and brand width is shown through playful merchandise, promotional collateral, packaging, uniforms and signage.

Awards -
2018 Inside Retail Retailer Awards
Finalist Innovative Store Design of The Year

2017 Australian Interior Design Awards
Commended Best Retail

2017 Los Angeles IDA Awards
Bronze Winner

2017 World Interior News Awards
Longlisted, Best Retail Over 200 sqm

2017 Eat Drink Design Awards
Highly Commended, Best Retail

2017 Property Council of Australia
Excellence in Food Retailing

2017 Property Council of Australia
Retail Property of The Year

Teaming up with a local graffiti artist and music producer to create the elements of a short film about Nike Zoom Mercurial. The concept is inspired by the Beat generation and the nonconformist movement. Nike is one of the few brands that is acknowledged for being desired by mass population as well as the fringe groups. This is highlighted by the actions of the character who is clearly passionate about modifying all things to prove his view on genericism - except his Nikes.

Aesthetic direction and styling of a portrait series.

More about this project coming soon…

Creative direction of a portrait series promoting body art for an organic tattoo care product range.

The amateur, raw and unpolished aesthetic of this shoot is intentional. The awkwardness of coming of age is an important part of the concept. A take on the link between sexual desire and the desire for brands which is most potent in the adolescent years. The iconic CK underwear elastic is what the girl aspires to own, her desire is to be the muse.

Creative direction/Photography Rodina Tabnak
Model Nichola.N

Rebrand of a hospitality giant - Solotel. Their diverse offering formed the inspiration of a visual theme that celebrates authenticity across the many faces of their hospitality experience. The suitable solution was a dynamic logo system that houses key visual identifiers from each of their 30+ venues (ranging from high dining to youth culture venues). This theme carries through to mix-n-match curated images resulting in a unified brand language.

Branding, packaging and interior design for celebrity chefs Manu Feildel and Phil Davenport. Bringing to life their concept of turning confit duck - a French classic in to street food with an Asian twist. A fun project where I was given creative freedom to break rules, resulting in sexy graphic language and a fun retail presence which was designed with the aim of becoming a franchise across the Asian market.