Rhythm was recently commissioned by the Margaret River Busselton Tourism Association to create four separate videos for each of their four regions, to be displayed in the Tourism Centres and shared across social media.
Rhythm’s Adam Rule, along with Tom Wilson, travelled to the MRBTA head office for a strategy workshop with the key stakeholders. The workshop uncovered that the region needed to attract the people who have been down south many times but are now choosing other destinations.
“There was the need to feature the familiar places that have made the region so popular, but we also wanted to unearth the hidden gems and use the local knowledge to surprise and inspire, and make people see it in a way they’ve never seen it before,” said Rule. “We also wanted to highlight the people of the region to deliver some heart and soul plus being another way of unifying the films and use local singer-songwriters and bands to supply the music.”
Rhythm filmed in over 40 different locations over five days from Augusta to Busselton. The final videos aim to inspire travel and participation in unique experiences within the region and encourage audiences to visit and get out there to rediscover what makes it great.
“We had four regions, each with their own set of issues and needs so we had to build an approach that would work across all four – creating a set of films that felt the same but had their own energy,” said Rule. “Chances are the target audience has seen a great deal of the typical location-based imagery of southern WA, so we wanted to uncover something new, make it a little more unexpected”.
Tapping into the emotion of travel and exploration was the main creative thread. A mixed media approach was embraced so that the new footage – shot on vintage anamorphic lenses using an Arri Alexa – was intercut with Go-Pro, drone and archival footage to complete the deck and maximise MRBT’s budget.
Joint-CEO of Your Margaret River Region, Sharna Kearney, said “Perth is one of the region’s largest source markets, and people tend to treat the region as an extension of their own backyard. Through these videos, we’re hoping to challenge the dominant perceptions they might have of each of the towns, and encourage them to try something new. It was important to us that we highlighted the landscapes and experiences of the region, but also the people, who give this region its personality.”
Director: Adam Rule
Producer: Jess Parker
A/C: Balazs Kajsca
Drone: Jadranko Silic
Copy: Tom Wilson (Kiosk Creative)
Edit/Grade: Adam Rule & John McGovarin
Sound Design: Justin Braine
Music: “Love Not Yet” by Leach Miche (Yallingup)
“Better Days” by The Meltdown (Margaret River)
“Feels Good” by Joshua Garner aka Nu Ohm Ra (Augusta)
“Metaphor” by San Cisco (Busselton)
Client: Sophie Mathewson at MRBTA