Mmm public transport – not exactly something you associate with beautiful aesthetics and soothing sounds. For us, the words ‘public transport’ are more like gum stuck to the back of seats and “ew, what’s that stain?”

But, the Queensland Department of Transport and Main Roads (TMR) is dedicated to changing this image, and dedicated to improving public transport all around the state.  Part of this effort involved education and communication with the public about their goals and vision for the industry.

And, you know us - masters of communication and ✨razzle dazzle✨.  So, who better to jump in and help out.

We wanted people to have an emotional reaction to the video, it needed to inspire hope and awe at the future vision for the transport industry to help people overcome their preconceived notions.  To do this, simply animating some buses, bikes and trams wouldn’t cut it.  No, we needed to whip out the big guns… we needed a character driven narrative.

Using our main character, Anouk, to guide the story, we were able to explore the many ways public transportation in QLD can make an average person’s life easier.  How it can support them, their children, families and day to day life, making it an easier transport option than simply driving your own car.

This, along with a clean and colourful style and sweeping vistas of a transport friendly city, really drove home the hopeful and awe-inspiring feeling that should be synonymous with QLD’s public transport future.

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