The creative process began with data analytics. We completed a media audit to discover what was trending in the news, followed by a deep-dive into the world wide web to find search and social insights that would shape the campaign’s strategy. This involved looking at published content and analysing the social formats and channels that drove the most engagement.
After interviewing Professor Baker to discover how her project had evolved in the past 24 months, we created a compelling and emotive script that we filmed at a day centre in Victoria. It was live action, so the video crew had to capture authentic content while fitting seamlessly into the backdrop of an intimate music therapy session.
The result was a powerful suite of premium content including a 30-second hero video that explored the real-world outcomes of the research. Four shorter edits of the video were also created alongside various social assets including a series of Instagram Stories and Facebook Carousels.