Knowledge unites us
An unforgettable year
From raging bushfires to global lockdowns, 2020 was a year where people desperately needed reliable information. The SMH and The Age, two of Australia’s biggest news sources, trusted us to go to market with this year’s big brand campaign, including their first TVC in years, to promote the power of knowledge.
Pictures that moved you
The Age and The SMH offer a sense of depth and perspective that other newspapers shy away from. It only felt right that their brand campaign did the same, so we turned poignant images from their photojournalists into a sequence of eye-catching cinemagraphs.
Reaching the younguns
Success in social meant getting to the point as fast as possible. Each post focussed on bringing one strong brand message to life with supporting copy that encouraged subscriptions.
How the magic happens
Creating the hypnotic 3D effect that makes cinemagraphs so powerful meant splitting each image into several layers. These were then individually animated with lots of little touches to create the feeling that you notice more things every time you watch it.