ABOUT

Brief –
Tourism Greater Geelong and The Bellarine challenged us to develop a multiyear brand platform capable of fundamentally shifting perceptions of Geelong and The Bellarine from “nice for a day trip” to “rich with layers worth returning for.” The region is known for its beaches and waterfront, but the real story lives in its depth, its makers, trails, textures and moments that only reveal themselves on a second look. “Curious is Calling” invites visitors to lean in, slow down and actively seek out those hidden details that would otherwise be missed.

Mediums –
The platform was built as an always‑on ecosystem across paid digital, social, out‑of‑home and owned channels, with creative tailored to capture attention in scroll environments and convert inspiration into action and consideration. Each touchpoint is designed to function as both a standalone story and a gateway into the broader world of “Curious is Calling,” ensuring the brand remains present and discoverable year‑round.

Concept –
We set out to engage intrastate and interstate leisure travellers actively searching for short breaks, coastal escapes and authentic, grounded experiences. Every film begins with an extreme close‑up of an unexpected detail, then slowly pulls back to reveal a vista that subverts what the viewer assumed they were looking at - a visual metaphor for how curiosity transforms the familiar into something new. This deliberate pacing and reveal mechanic encodes the behaviour we want from visitors: look closer, stay longer, question your first impression.

Execution – “YOU YANGS”
The You Yangs film embodies the platform’s promise: this landscape doesn’t compete for your attention; it quietly rewards the part of you that still wants to climb, touch, wander and get a little lost. Rather than marketing the You Yangs as “just another” national park reserve, we frame it as an otherworldly escape hiding in plain sight, revealed through tactile, intimate moments and a restrained, observational lens. Produced on a very low budget with a micro crew and friends and family talent, the piece leans into authenticity over polish, proving that a strong idea and distinctive visual language can out‑perform big‑spend production.