ART DIRECTION
Working at Telstra’s in-house agency Roam, we delivered two digital campaigns for Telstra Business products. The core creative challenge was to communicate complex and intangible products with the simplicity and elevated design craft that’s central to the Telstra brand.
TELSTRA
TAILOR YOUR TELSTRA
This campaign clarified the vital role of the Telstra Partner network. Built on the truth that no mid-sized business is the same, it visualised the way their partners craft bespoke solutions for their clients together with Telstra. The master asset lived on Telstra social channels, but the ‘Tailor your Telstra’ platform became a flexible system partners could personalise and share on their own channels while staying on brand.
Carefully crafted 3D forms representing partner specialisations come together in over 50 unique combinations.
TAME YOUR TECH
This campaign launched a new Telstra Business product, Managed IT Services. For a product like this, it made sense to show the problem. The film that sits at the heart of the campaign expressed the insight that tech challenges can quickly take over and distract SMB owners from running their business.
Inspired by a scene from Planet Earth II in which an iguana is pursued by a nest of snakes – and ultimately escapes – a cast of sentient cables move through a classic narrative arc from anticipation, through tension, into chaos, then finally into a resolved (‘tamed’) ending.
SUPPORTING CAMPAIGN COLLATERAL
To roll this campaign out across additional owned channels, we developed a suite of illustrations based on Telstra’s house style. I used this to develop a demo video, a customer brochure, and other sales and education materials. Each illustration was used to visualise a concept or a specific element of the product.
Motion: Never Sit Still
Sound: Smith & Western
Copy: Mick Harris, Britt Davidson
Art Direction: Matt Corcoran
Illustration: Luke Lucas
2D animation: Vinnie Chodez