Working with Nation, we utilised a unique modular approach to the ads, making the scenes suitable for multi-purpose delivery (including online and social media), and adaptable to different scene combinations for different audiences. Each scene highlighted Canberra’s best features for families and variety seekers as ‘destination pillars’. We wanted the ads to be memorable and emotive but approachable and light in tone – accessible for all. We built them in a way that sold them as realistic weekends of adventure and fun, for either local or domestic tourists.

Crux recruited a cohort of talented professionals in varying fields to produce the best ad we could possibly make. The team was made up of mostly locals, which helped us form a sense of community in co-operation with one goal – to sell our city. We are proud of where we live, and we were proud to be charged with the task of selling Canberra.

We didn’t want the ads to feel commercial or insincere – looking less like contrived stock footage, and more natural and relatable. With careful planning and refinement we achieved this authenticity, both in the choice of locations and in the casting. Using a ‘less is more’ approach, we let the visuals speak for themselves with striking imagery, colours and music and a helpful centre circle to draw the eye in.