Ausfilm’s new direct campaign, developed by Paper Moose, repackages the complex world of filmmaking budgeting combined with government incentives into a cinematic thriller.
At the centre of the campaign is “The Australian Job” film trailer, where a Hollywood producer and an Aussie “fixer” hatch a plan to assemble the perfect Australian post-production team.
Australia offers world-class picture post, sound and music talent, and during the pandemic it demonstrated that post-production could all be done remotely through films such as Mortal Kombat and Shang-Chi and the Legend of the Ten Rings. Ausfilm, the Australian industry association that markets Australia’s film and television production incentives on behalf of the Federal and State governments, also promotes to global screen makers.
The film trailer showcases just how easy and financially viable it is to complete post-production in Australia remotely, without global film and TV executives leaving home.
The piece was delivered to 5000 high-profile film and TV executives worldwide and includes a bespoke, web-based, screen production tax incentives calculator that both simplifies and showcases the varying incentives Australia offers to attract foreign projects.
Says Jeremy Willmott, creative director, Paper Moose: “Government incentives and rebates aren’t always the sexiest topic to broach, but what they represent is super exciting. We wanted to show this using the language and tropes of the film industry, and what better way than a thrilling film trailer to demonstrate Ausfilm’s offering and Australia’s great post-production talent.”
Says Rachelle Gibson, director of marketing and industry partnerships, Ausfilm: “This campaign was about changing clients’ perceptions about posting their projects remotely with Australia’s incredibly talented post and VFX studios, as well as demystifying the myriad of screen incentives available across Australia. Absolutely every one of the Paper Moose team brought their best game, superb creativity, and good grace and humour during lockdown. Ausfilm and its membership of screen service companies, couldn’t be happier with the campaign.”
The Australian Job was filmed during Australia’s Delta lockdown and features Ausfilm member contributions for visual effects, colour grade, titles, score and sound post-production — all completed remotely.
Director of Marketing & Industry Partnerships: Rachelle Gibson
Senior Marketing & Digital Content Specialist: Ashlee Sang
Agency: Paper Moose
Executive Creative Director: Nick Hunter
Creative director: Jeremy Willmott
Art director: Katie McIntyre
Copywriter: Pete Saladino
Design Lead: Georgia Shillington
Designers: Divya Abe, Evelyn Tran
Head of digital: Brigham Glaser
Lead developer: Greg Poole
Developer: Justin Clayden
Digital designer: Jason Fidel
Group account director: Liz Stephens
Account manager: Madeleine Huxley
Production: Paper Moose
Head of production: Maren Smith
Senior producer: Lucy Whirledge
Producer: Jon Buchan
Director & editor: Steve Anthopoulos
Director of photography: Jack McAvoy
Production designer: Antony Miller
Aerial cinematography: Aerial Films Australia & XM2 Pursuit
Colour grade: Sandbox
Composer: Angela Little
Lighting: Fox Lighting
Sound & music post-production: Trackdown
Studio & locations: Fox Studios Australia
Title designs & motion graphics: New Holland
Visual effects: Alt.VFX & Fin
Senior Casting Director: Stevie Ray