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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