Outdoor ad: Tourism Australia: Brand 3.0

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After three pandemic years and border closures, Ruby the souvenir 'roo was introduced to encourage visitors back to Australia. Operating entirely standalone from the TVC component of the campaign, the stills shoot had to emphasise the unique aspects of various states and territories, bring the 'wow' to the world, but do so in an authentic and immersive way.

Through Queensland, New South Wales, Tasmania and the Northern Territory, the desire was to showcase landmarks and experiences from the 6-inch-high perspective of this souvenir kangaroo. For the most part with a crew of only five, the team traveled to often remote locations to get the perfect shots.

Ensuring that enough information for the CGI to blend into the shots was paramount, involving trekking with HDRI kits and 360 cameras to allow for accurate light mapping, and ensuring that everything showcase was an authentic and honest experience were amongst the challenges confronting the creative.

In the end, Australia is on show, with Ruby's laconic personality supporting the iconic locations and human experience evident in every shot.