The Eastercamp 2025 campaign continued the development of the visual identity and communication of Eastercamp South, the largest Christian youth camp in the South Island of New Zealand. The campaign reached more than 1 million organic views across its promotional period. As Creative Director, my role included leading the creative direction, marketing strategy, visual identity and media production that supported the promotion and storytelling of the event.

Over the past few years, since taking responsibility for the marketing and advertising of Eastercamp South, I’ve gradually worked to reshape the visual identity and communication of the camp.

In earlier years, the way Eastercamp was promoted did not always clearly reflect its Christian foundation. This created two challenges. For many churches and Christian youth groups, the message of the camp felt unclear, which led some to step back from participating. For young people who were not Christians, the nature of the event could also feel uncertain, as though they had arrived at something different from what they expected.

I wanted to address that tension. While I am only a small part of the wider team that makes Eastercamp possible — and an even smaller part of the wider church in New Zealand — I felt a responsibility to steward the creative and communication side of the event with clarity and honesty.

The changes were gradual. Building trust with youth groups, churches and the media team required time. As the years progressed, I also grew in my understanding of the different traditions and sensibilities across denominations in New Zealand, helping shape messaging that could speak to the wider church community.

The campaign videos and visual direction began incorporating elements that reflect the local context of the church in New Zealand — including the use of te reo Māori and motifs that speak to the shared story of the church here. These are elements I believe will continue to grow in importance in the years ahead as Eastercamp develops its identity for future generations.