GoTafe
About the
project
TAFE is one of the absolute institutions in Australia and over the years it’s gone through ups and downs. Right now it’s having a resurgence and is seen a little more positively. At its core, it’s full of people having a crack at giving people an education and that’s an honourable endeavour.
So when GoTafe approached us to create a video for a new program to help their staff improve we were all about it.
“no more pencils”
Helping a company distil its messaging down is a tricky juggling act. You want to make sure that you understand the product and that the video gives enough information to excite but not so much that they feel they have everything they need. You want them asking questions at the end. Being excited to know more. That it’s scratched an itch. And you can only do that if you really truly understand not just “what” the program is but what it’s trying to “do”. What is it accomplishing?
“no more books”
So now that we knew what they wanted it was time to throw out any playbooks we might have had and try something new, after all, they were. There was no way we’d be able to capture the unique spirit of their new undertaking by simply doing the same old thing.
And in the immortal words of John Keating – I stand upon my desk to remind myself that we must constantly look at things in a different way. So we stood on our desks… metaphorically. What was important… wait a second… what happens to the important things in our lives? They loom large, we blow them out of proportion. So we did just that. We blew them up. We played with perspective. As soon as we did, it was unlocked. We knew we had it.
“no more teacher’s dirty looks”
We delivered our concepts and they loved them, they loved them so much it sparked new ideas, whole new sections that hadn’t existed before. We began a back and forth that sparked ideas in our heads as well.
Some people believe that the only way to get good work is to push and push (the Whiplash school of thought) but this would be a prime example of the opposite. It was an absolute delight.
“school’s out for summer”
When a client tells you that working on a video was the “creative highlight” of their year, you can’t help but catch all the feels.
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TAFE has been a cornerstone of Australian education for years, experiencing shifts in perception along the way. As it regains momentum and positive recognition, GoTafe approached us to create a video for a new staff development program. Their goal was to engage and excite their team about the initiative in a way that reflected its innovative approach to professional growth.
Crafting a message that resonates is a balancing act. Too much detail can overwhelm, while too little leaves people uninspired. We needed to distill the essence of the program, sparking curiosity and excitement while ensuring the audience felt compelled to learn more. The key question became: What is this program truly accomplishing? What makes it different?
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We took GoTafe’s mission to heart, breaking away from traditional structures and embracing a fresh perspective. If they were throwing out the old rulebook, so would we. This led us to a fundamental insight: when something is important in life, it feels big. It takes up space in our minds, our conversations, our environments.
So, we leaned into perspective play. By exaggerating the scale of key elements, we visually emphasised their significance, creating an engaging and unconventional way to communicate the program’s impact. Once we hit this concept, everything clicked into place.
Inspired by bold, oversized visuals, we crafted a dynamic animation style that made abstract ideas feel tangible and impactful. Playful yet deliberate, the design embraced scale, contrast, and movement to make key messages pop, ensuring the video felt just as fresh and forward-thinking as the program itself.
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As we refined the video, an exciting back and forth developed between our team and GoTafe. Our concept sparked new ideas on their end, leading to additional sections and refinements. The collaboration was energising, proving that great work can come from creative synergy rather than relentless pressure.
When a client tells you the process was the creative highlight of their year, you know you’ve done something right. The final video not only captured the spirit of the program but also ignited excitement among GoTafe staff, setting the stage for meaningful engagement with their new initiative.
(School may be out for summer, but the learning never stops.)
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