FEEL NEW.

Sydney’s always been famous for its icons - the Opera House, the Harbour Bridge, the beaches, but the truth is the city has so much more going on. The challenge has always been that perception that Sydney’s beautiful but a bit shallow and dumb, like it’s all surface and no depth. This work for Tourism New South Wales was about pushing back on that and creating reappraisal, reminding people that Sydney is not just a postcard, it’s a genuine cultural centre with an incredible amount to offer if you take a closer look. A series of emotive, textural films supported a massive OOH campaign shot and crafted as a metaphor for the feeling you get when you combine Sydney’s infinite combination of experiences.