The
Process

To rekindle Sydney’s love of international travel, we bypassed the cliché of postcard-perfect destinations to focus on a single, universal behavior: hearing a jet engine overhead and instinctively looking skyward. In collaboration with director and photographer Lula Cucchiara and Sam I Am, we captured raw, human-first portraits on film, letting the audience’s own imagination fill in the destination. This emotion-led creative was rolled out across New South Wales via high-impact Out-of-Home and attention-optimised social cut-downs, before seamlessly closing the loop from inspiration to booking through a tailored conversion partnership with KAYAK.

The campaign is anchored by human-centric film portraiture that captures the emotional anticipation of travel moments. The creative captures expressive, skyward-looking portraits on tactile film to spark the audience’s travel imagination. This evocative creative rollout was translated across NSW into high-impact Out-of-Home smart frames, digital display, radio, and attention-optimised 15-second social films—concluding with homepage takeovers and newsfeed CTAs with conversion partner KAYAK to drive immediate travel bookings.

The
Work