Lost Lanes

Inspiring Excitement in a Cosy Winter Community

For those not local to Wagga Wagga, Lost Lanes was an annual event started in 2018 to enliven public spaces with some of the incredible art and culture from around the region. From gorgeous, inspiring murals, beloved artists, DJ’s and acoustic musicians, to a tantalising array of delicious food and beverages - Lost Lanes gives our community an excuse to brave the cold mid-winter weather while showcasing some of our best to visitors from all over.

The 2021 Lost Lanes festival was to be an exciting post-covid return to face-to-face events, and to share their plan for the event, Wagga Wagga City Council thought an eye-catching animation would be the perfect way to spread the word on social media.

Working with the team, I was asked to create two unique 3D animations to generate some excitement across their social media accounts and show people what to expect from the event. With a strong 2D visual brand already established over previous events, I was ready to get right to the design. I transformed branded 2D illustrations into fresh 3D concepts, bringing an exciting feel to their asset package and enhancing the 2021 festival promotions.

The use of 3D assets in their social media campaign gave their posts the scroll-stopping effect that marketing teams love, and lifted their message above the usual noise. In all, the pieces were a hit on social media and led to the biggest Lost Lanes to date - drawing a crowd of thousands. The event was so successful that it inspired Wagga Wagga City Council to expand it the very next year, changing the name to the Festival of W.