Hollywood Bets - Durban July Concept
Every now and then, we like to set ourselves a challenge, something out of the ordinary, just to stretch our creative muscles. One of our favourites? Imagining what a campaign for the Hollywoodbets Durban July 2030 could look like.
The concept we came up with was: “A Race to Ignite the Elements.” It was all about exploring the power and beauty of nature, fire, water, air, and earth, and using them as a metaphor for the speed, elegance, and energy of the Durban July. We started with a simple idea, what if each element represented a different part of the event experience? From the fiery passion of the race to the grounded glamour of the fashion, it all came together in a theme that really excited us. Then came the fun part, designing a poster that captured it all. No rules. Just pure creativity. We imagined bold visuals, symbolic imagery, and a tagline that tied everything together.
We played around with textures, colours, and symbolism, finding creative ways to visually express how the four elements could reflect the essence of the event. The tagline became the soul of it all, tying the idea together with energy and elegance.
While this wasn’t a professional campaign, it was a passion project that reminded us why we love what we do, pushing creative boundaries, telling stories, and having fun with bold ideas. Sometimes, the best projects are the ones you do just because.
From the moment we began conceptualizing the theme, it became a playground for imagination. We explored how each element could be represented visually, weaving them together in a way that felt both cohesive and dynamic. This project was more than just a campaign, it was a celebration of what we love most: bold ideas, creative challenges, and the chance to bring something truly special to life. Africa, fashion, racing, and the elements…
