Regional campaign brings Monopoly Margaret River to life on screen

The Margaret River Business Network (MRBN) has unveiled a new campaign celebrating Monopoly Margaret River – a bespoke edition of one of the world’s most iconic board game, created in partnership with local businesses and community organisations. The campaign screened at local cinemas throughout the school holidays.

Created as a cinematic love letter to one of Western Australia’s most distinctive regional communities, the campaign follows local children as they joyfully “take over” some of Margaret River’s most recognisable businesses and landmarks, inviting audiences to experience the board through fresh eyes.

Inspired by the whimsical visual worlds of films like Amélie and the directive style of Wes Anderson, the campaign pairs carefully composed frames, rich colour and gentle humour with a distinctly South West sense of place.

The campaign was ideated, scripted, art directed and produced by Sophie Mathewson (Liminal), with cinematography and editing by Tavian Ord. The pair co-directed the production to create a handcrafted aesthetic where every frame, prop, costume and lighting decision was considered. Working with a deliberately small crew, the production was supported by South West filmmaker Sean Tsu of Ovis Creative, whose lighting expertise helped shape some key interior scenes.

Shot entirely on location with the support of local businesses and families, the ad campaign is as much a celebration of the community as the game itself.

“As someone who lives in Margaret River, this project felt incredibly personal. We wanted it to feel less like an advertisement and more like a short film that captured the curiosity, charm and imagination of this place. It’s a reminder that regional stories can be cinematic too, and that sometimes the best creative ideas come from simply celebrating the town you love,” said Sophie Mathewson – Producer.