Australia was one of the last countries to reopen to the world post COVID and needed to go big to remind the world of our incredibly unique, diverse country and iconic laid-back personality.

Our brief was to reintroduce the world to our warm Aussie welcome. Traditionally, Tourism Australia makes bespoke campaigns for a single market but this time they wanted one big launch that could work in any market in the world, cross any border and be adaptable to local customs, sensitivities and languages.

The objective was to create a massive PR uplift that would lead to consideration of Australia as the destination of choice for high value travellers globally.

The success of G’day’s direction lies not just in an engaging narrative, but in simultaneously showcasing Australia’s immense travel potential. For the director, covering a short story across a country as diverse and transformative as Australia meant leaning into a seamless directorial style.

For the director, animation is the art of motion, of using CGI, camera and editing to create kinetic expressiveness; a sense of magic. Dailies would be cut as they were shot to ensure a seamless sense of flow.

This also allowed the director far greater freedom to focus on animation in post - knowing that a story like this lives and breathes in the believability of its heroes. Careful attention to the finest details of movement and expression allowed them to craft a kangaroo and unicorn you can’t help but follow - turning your eyes to unexpected discovery of a new spectacle within a storied country.