Mirvac ‘builds the imagine nation’ in first major campaign in its 54 year history via GAME Creative

Mirvac has launched its first integrated brand campaign in the company’s 54-year history, revealing a new brand platform ‘building the imagine nation’, celebrating its role in shaping Australian places and communities. The campaign, developed by independent creative advisory GAME Creative in partnership with Mirvac’s brand team, champions the idea that great places start with imagination – from the homes Australians live in, to the workplaces they innovate in, to the retail communities they connect and thrive in.

Says Ben Allen, Mirvac’s Group General Manager, Customer, Brand, and Innovation: “‘Building the imagine nation’ signals a renewed strategic focus on our brand, and importantly captures the vital essence of who we are and what we do. Mirvac is unique in our integrated creation and curation capability – we imagine, consult, design and develop places and communities, as well as operating and managing them into the future – and our new brand campaign brings this capability to life.

“Imagination is how we break convention, design for the future and create places where people can truly thrive. From workplaces and homes to retail precincts and urban destinations, each project is an opportunity to contribute to Australia’s evolving story.

“The ‘building the imagine nation’ platform is designed to unify Mirvac’s diverse portfolio – residential, build-to-rent, office, industrial, retail, and funds management – under a single, future-focused brand idea. It will guide brand expression across the business and serve as a long-term creative platform for future brand positioning.”

Through imaginative storytelling and an expansive creative idea, the platform supports Mirvac’s role as a company that doesn’t just build buildings, but curates environments, experiences, and communities where Australians can flourish, across residential, retail, office, and industrial projects.

The platform has been brought to life through an integrated campaign spanning film, outdoor, social, digital, and owned channels. The creative approach leans into wonder, optimism, and bold visual storytelling – a departure from category conventions and a statement of Mirvac’s confidence in its next chapter.

Says Dan Beaumont, Founder and Chief Creative Strategist, GAME Creative: “Mirvac has always been a creative company defined by its imagination, ambition, and purpose. The challenge with a platform idea of ‘building the imagine nation’ is that you must live up to it. You have to demonstrate this ambition in the most imaginative way possible. It’s rare to help shape a brand story of this scale for a company with such impact on the Australian landscape. We’re incredibly proud of the work and the partnership.”

Every scene of the film has been meticulously hand-crafted and designed to showcase a selection of Mirvac’s prized precincts and communities. The mixed media and collage style was utilised to help portray Mirvac’s unique creation and curation capability, and the foundation of imagination for every project.

GAME co-created the campaign idea with Steve Jackson (@jackojacko&jacko) and collaborated with a variety of creators and artists to ensure that every scene was mesmerising and beautiful – from watercolour painting, stop motion, AI diorama image generation, Miyazaki-inspired 2D and textured animation, to origami, claymation, and live action film – all reflecting the design aesthetic and personality of the Mirvac brand.

The overall production was managed by Finch and directed by Toby Pike. Post-production companies Heckler and Mighty Nice, with Infiniteyay, created the elements of the final films. The music and soundtrack were all original compositions by Heckler Sound.

The campaign will roll out nationally across broadcast, outdoor, digital, social, and owned channels from this week.

Client: Mirvac
Chief Stakeholder Relations and Customer Officer – Amy Menere
GM Brand, and Customer and Innovation – Ben Allen
Marketing Brand and Customer Engagement Director – Megan Thomas
Marketing Brand Manager – Joanne Tran

Agency: GAME Creative
Founder/ CCS: Dan Beaumont
Creative Leader / Writer: Steve Jackson @jackojacko&jacko
Art Director: Cam Hoelter
Design Director: Pim Van Nunen
Executive Producer: Susannah Myerson
Film Production Co: Finch
Director: Toby Pike
Senior Producer: Bryce Lintern
Post-Production Co: Heckler
Sound: Heckler Music
Animation: Mighty Nice/ Infiniteyay
Media: Metropolis

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