Tasmanian Education Centre Explores Creativity in Enchanting New Film

With an open client brief, Foundry and Pete worked together to express the essence of the communication. Based in Hobart and Launceston, Tasmania, Foundry’s new campaign line ‘The New Creative’ defined a new age student with multiple skill sets who is more of an entrepreneur than anything.

Says director Pete Moore “The campaign embodied that idea that all your life is a collection of experiences that flow through your mind into ideas that you share and take to the world. The idea that creatives change the world around them, by creating new things and innovating the old.”

The dream state story was filmed over two days in The Island State with cinematographer Sherwin Akbarzadeh and fashion photographer Natalie Cottee, on open roads, ghost towns, mountain tops, waterfalls and coastline in Tasmania then the final day in a creative space in Melbourne.

The campaign will run on TV, cinema, online and on outdoor billboards.

Says Foundry Creative Director Andrew Johnstone “I loved Pete’s style of direction and how he pushed the initial concept to a higher level. The film is beautifully shot, and the cinematic, dreamy quality works perfectly to portray the idea of delving into the creative process.”

Adds Pete Moore “With them being Tassie based, they’re a destination study location, so I wanted to incorporate the physical beauty of the place but not in a traditional tourism style way. The thinking was that all the environments were altered some way in her mind creatively and that was what led to the lighting installations (created by the Mona art department team) becoming part of it”.