Sundown Sessions
Sundown Sessions
The essence of the Australian summer in motion. Capturing the golden-hour energy and visceral rhythm of live music.
The essence of the Australian summer in motion. Capturing the golden-hour energy and visceral rhythm of live music.
Creative Direction Project
Creative Direction Project
Events
Australia
©
Project Overview
Sundown Sessions is a boat party experience based in Split, operating within a highly competitive summer market. The experience itself was strong, with a magnetic atmosphere and loyal following, but its digital presence did not fully reflect the quality of what guests were experiencing.
Competitors with larger audiences and internal marketing teams were capturing attention more effectively through consistent output and clearer content systems.
The objective was to implement a structured content strategy that positioned Sundown Sessions as a leading brand within Split, while maintaining an authentic and accessible tone.
Sundown Sessions is a boat party experience based in Split, operating within a highly competitive summer market. The experience itself was strong, with a magnetic atmosphere and loyal following, but its digital presence did not fully reflect the quality of what guests were experiencing.
Competitors with larger audiences and internal marketing teams were capturing attention more effectively through consistent output and clearer content systems.
The objective was to implement a structured content strategy that positioned Sundown Sessions as a leading brand within Split, while maintaining an authentic and accessible tone.
Challenges
The primary constraint was audience behaviour.
Guests typically stayed in Split for three to five days, creating short and highly reactive decision windows. Content needed to communicate value immediately and with clarity.
At a production level, content was delivered by a rotating mix of short-term creators. While this enabled volume, it introduced inconsistency across tone, framing, and output. There was no unified system guiding capture, direction, or distribution.
This led to brand dilution and an inconsistent content system that fell short of effectively marketing the experience.
The primary constraint was audience behaviour.
Guests typically stayed in Split for three to five days, creating short and highly reactive decision windows. Content needed to communicate value immediately and with clarity.
At a production level, content was delivered by a rotating mix of short-term creators. While this enabled volume, it introduced inconsistency across tone, framing, and output. There was no unified system guiding capture, direction, or distribution.
This led to brand dilution and an inconsistent content system that fell short of effectively marketing the experience.
Photo Gallery
Conclusion
We implemented an end-to-end content strategy designed to bring structure while preserving energy.
A clear framework aligned videographers, influencers, and UGC creators under a single direction. Content guidelines defined visual style, subject focus, and delivery expectations, ensuring consistency across all touchpoints.
This was supported by targeted paid media through Meta Platforms, allowing high-performing content to be distributed efficiently to the right audience at the right time.
We also introduced aligned brand partnerships across food, beverage, and travel, extending reach and reinforcing market positioning.
Execution remained fast and responsive, now supported by a defined system.
The output became more consistent, more recognisable, and more effective.
Across the June to July period, this resulted in increased visibility, stronger engagement, and a measurable uplift in bookings.
We implemented an end-to-end content strategy designed to bring structure while preserving energy.
A clear framework aligned videographers, influencers, and UGC creators under a single direction. Content guidelines defined visual style, subject focus, and delivery expectations, ensuring consistency across all touchpoints.
This was supported by targeted paid media through Meta Platforms, allowing high-performing content to be distributed efficiently to the right audience at the right time.
We also introduced aligned brand partnerships across food, beverage, and travel, extending reach and reinforcing market positioning.
Execution remained fast and responsive, now supported by a defined system.
The output became more consistent, more recognisable, and more effective.
Across the June to July period, this resulted in increased visibility, stronger engagement, and a measurable uplift in bookings.
Explore More
Explore more creative direction projects that helped brands steal the spotlight.
Explore more creative direction projects that helped brands steal the spotlight.
©
2026
matthewherrophotography.com
All rights reserved.
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©
2026
matthewherrophotography.com
All rights reserved.
©
2026
matthewherrophotography.com
All rights reserved.
©
2026
matthewherrophotography.com
All rights reserved.