My role in the project

Creative Director & Designer

Background

ECNT had been campaigning against the Middle Arm Development in Darwin for some time, and needed a locally-focused campaign to alert locals to the downsides of it, inspire them to act, and apply political pressure to scrap the development.

Solution

In my capacity as Creative Lead for South Pole, I lead conversations with the client to determine their goals for the campaign, then created several distinct directions. They chose the concept they were most engaged by, and me and my team got to work on scripting, storyboarding and planning out the shoot. 

We worked with local talent and volunteers from the community, including Larrakia elders and environmental activists to create a grass roots campaign video, which I directed on location in Darwin. This was supplemented by newspaper ads, OOH, posters, a microsite, website takeovers and socials.

The development has currently been delayed, pending further investigation and I’m pleased to say that this campaign helped to deliver this result.