The challenge was twofold:

Move beyond familiar “campus hype reels” that focus on facilities but fail to capture lived experience.

Communicate location as a genuine benefit, blending education with lifestyle, culture, and the everyday rhythms of city life.

This meant treating Perth not just as a backdrop, but as part of the learning experience itself.

Project outline and strategy:

The strategy centred on experience-led storytelling, rather than traditional destination or campus marketing.

Key strategic decisions included:

Framing the City Campus as a gateway to the city, not a self-contained bubble.

Designing content around distinct student lifestyle personas, allowing different audiences to see themselves reflected.

Creating a hero film supported by multiple short-form social pieces, each optimised for a specific mood, location, and behaviour.

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Key strategic decisions included:A critical creative device was introduced early: a “secret message” handover. Each student passes a small, personal prompt or message to the next, leading viewers through different parts of the city and different experiences. This created continuity across locations while keeping the storytelling human and intimate.The main production challenge was logistical: coordinating multiple students, locations, and time-of-day moments across the city while maintaining narrative flow.

Key Messaging

The creative style was warm and optimistic, designed to communicate confidence and authenticity. Key decisions included:

Testimonial-led storytelling that prioritised the student’s own voice and experience.

Cinematic b-roll and lifestyle footage.

Youth-oriented pacing, modern editing and visually-appealing styling to ensure resonance with international student audiences.

Subtitles and caption-ready edits to support offshore distribution and accessibility.

Results

Deliverables included:

• Two individual Student Story videos
• One amalgamated Student Story video
• Supporting photography and social-media-ready assets for further use
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