The Gold Coast Waterways Authority wanted to get more people onto the water. Boating, fishing, diving, paddling, sailing, outdoor recreation. The brief was to make the waterways feel like one of the region's defining lifestyle assets. A large-scale stills library and a cinematic hero film were produced together across a seven-day shoot.
Tourism campaigns can quickly fall into cliche. Blue skies, smiling people, and postcard locations only work when they feel believable. The challenge was to create imagery that felt aspirational without becoming generic, while showcasing the variety of experiences available across the entire region rather than a single destination.
Seven days of filming, sunrise to sunset. Boats, jet skis, parasailing, sailing vessels, diving sequences, picnics, overnight stays, and waterside gatherings. The brief to ourselves was straightforward: nothing leaves production unless it looks beautiful. One standout sequence involved travelling by boat to a small remote island where the crew gathered around a campfire and cooked a barbecue as the sun dropped. It became one of the defining moments of the campaign. Sometimes projects just work.
The campaign rolled out across paid advertising, visitor centres, outdoor placements, and government channels, positioning the waterways as accessible, beautiful, and central to Gold Coast life.
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