We filmed Sydney Swan’s Luke Parker and Dan Hannebery’s training Week fueled by Gatorade Liquid Concentrate.
During my time as Creative Director of ZOO Advertising in Canberra there was a drought, which was a big signal of things to come. Peoples’ water usage habits were unsustainable so we were tasked with telling Canberrans how to save water. We began with this campaign introducing the idea that new water restrictions were on their way because just like other old habits that had to changed over the years, the way we treated our most precious resource had to evolve too.
I’ve recently assisted with script development for documentary series ‘Tales by Light’, wording narrative delivered by Jack Thompson about World Photographers on their quest to capture the ultimate image for Canon and National Geographic Channel.
Shot in 15 countries over the course of one year, Tales by Light is an insight into what it takes to capture images that tell powerful stories from around the world.
Here’s the official trailer featuring the words of one featured photographer Art Wolfe.
Produced, Directed and shot by Abraham Joffe in collaboration with Canon Australia. Airing on National Geographic channel in Australia and New Zealand May through June.
Back in 2006 Canberra’s TransAct wanted to tell Canberrans that their product TransTV Digital had the edge on Foxtel with Video on Demand, unlike Foxtel viewers didn’t have to wait for a session time to begin. Our brief was to demonstrate the superior control of TransTV Digital.
This was the first ad within our campaign and it won the prestigious Grand Remi Award for ‘Best TV Commercial’ at the 39th Annual WorldFest International Film Festival in Houston Texas.
One of my favourite clients and campaigns during my time as Creative Director in Canberra was Old Parliament House. I loved to hear all the fascinating stories from the Curators heading the exhibitions – many of which appeared in our ads – here are just three of those ads from a long popular series.
We were given the task of revitalising the old building and increase foot traffic inside. Our first brief was to dramatise the role of a Prime Minister’s wife as well as featuring highlights from the exhibition, which included Sonia McMahon’s famous ‘White House’ dress, romantic love letters from Joe and Enid Lyons and a shanghai slingshot owned by Pattie Menzies (apparently she used it to shoot at Currawongs for fun!).
With next to no budget to shoot, we used archive imagery and a distinctive animation style that became instantly recognisable in digital, print and outdoor. It worked a treat and Canberrans arrived in droves.
Mrs PM – Public Image, Private Lives Exhibition
‘Mrs PM’ won a finalist at The 8th Biennial AGDA AWARDS (Australian Graphic Design Association) against over 2,700 entries from Australia, UK, Germany, Singapore, Japan and New Zealand, as well as a Platinum REMI Award in the ‘Low Budget’ category.
Old Parliament Press Gallery – Leaks Scoops & Scandals Exhibition
When Old Parliament House opened its Press Gallery to the public, we brought to life the offices, corridors and gallery from where the major political events, leaks, scoops and scandals were reported by journalists between 1927 and 1988.”
‘Leaks Scoops and Scandals’ won a highly commended at The MAPDA awards (Museums Australia Multimedia and Publication Design Awards) under a multimedia category against prominent cultural institutions throughout Australia.
The Great Depression – Scarred & Strengthened Exhibition
This ad explored the theme of the exhibition, how the Australian spirit was forged during the hard times of the Great Depression between 1929 and 1932.
This silent movie, pop up style animation became synonymous with the Old Parliament House brand and endured until the house was finally renamed ‘The Museum of Australian Democracy’ in 2008.
All four OPH animated ads won a Platinum REMI award in the ‘series/campaign’ category at the WorldFest International Film Festival. With a second Platinum REMI award going to the ‘Talking Walls’ commercial in the ‘institutional identity’ category.