Dance This Way – North & West Melbourne

Dance This Way was a multi-sensory dance experience designed to bring colour, rhythm and foot traffic to the vibrant heart of North Melbourne. Commissioned by the North & West Melbourne Precinct Association, the event ran every weekend in November, transforming Errol Street into a lively dance hub featuring roving performances, interactive installations, and a neon-lit celebration of rumba, salsa, jazz and pop.

I led the full creative direction for the project, including branding, graphic design, event collateral and campaign concept. I also supported event planning and activation strategy, developing ideas to attract families, tourists and dance lovers, while encouraging spend at local businesses through a retailer-led prize competition. The result was an engaging, accessible community event that helped position the precinct as a destination for dance, theatre and the arts.